Who you are is the sum of how you show up everyday, not the disease you’re currently battling.

The Background

Interstitial Lung Disease (ILD) is a rare respiratory condition that remains largely unknown and misunderstood. Most affected individuals are older adults (aged 55 and above) who may not be familiar with how to find information about the condition or any potential treatment.

My client, who develops the treatment OFEV, realized it was important to develop messaging around this topic that could reach a national audience and share the drug’s benefits.

The Strategy

The OFEV brand experienced a significant increase in traffic and interest when one of their disease spokespersons appeared on the morning talk show, Fox & Friends. The educational website associated with the spokesperson saw a tenfold increase in direct traffic and organic search, while the OFEV website received 22 times more referral traffic from this single appearance.

This positive response, along with research showing that TV consumption among this age demographic surpassed other media sources, provided evidence that a TV spot was the best approach to reach this audience.

The Process

I collaborated with my team to condense our insights into a strategy and inspiration for the campaign concepts. Then, I worked with the creative team to create multiple campaign ideas.

After presenting the initial concepts, I rigorously tested our final two options before selecting the campaign. Once chosen, I led the project's development from storyboarding to completion. I chose talent and production partners for the campaign shoot, supervised the shoot on set, and managed all post-production tasks.