From Struggling
For people dealing with a mental health condition, just getting by can be tough. But one unfortunate consequence of certain mental health meds is TD, tardive dyskinesia, a disorder that results in uncontrollable body movements—that everyone can see.
To EmpowerING
The TakING on TD™ campaign aims to empower people living with TD by raising awareness of TD, motivating them to talk to a doctor about TD, and embedding INGREZZA as the go-to TD treatment to ask for by name.
MakING
The Connection
The campaign’s hallmark is the strategic highlighting of “ING” within key messages, aligning with INGREZZA branding.
By creating a fundamental link between the INGREZZA brand and its benefits, TakING On TD™ is connecting patients with a treatment for their TD—one that they’re now asking for by name.
The ad that cemented it in my
mind was when they keep saying,
I-N-G, I-N-G, I-N-G.
IT HELPED ME REMEMBER THE NAME.
EnforcING
The Connection
The “ING” hallmark is pulled
through across patient tactics and
channels, linking brand messaging
to the empowering emotions
patients experience when managing
their TD--and building powerful
brand recognition and recall.
