SPRAVATO: Happier Tomorrow

ADVERTISING CAMPAIGN | NOVEMBER 2023

OHG HEALTH OF ADVERTISING CHALLENGE

7 COMD students were selected to participate in the healthcare advertising challenge. We competed against 6 universities across the nation and won 1st place.

BRAND CHALLENGE

Influence people suffering from treatment resistant depression (TRD) to ask for Spravato (Esketamine).

Creative Brief

What’s standing in the way of humanizing science?

There is a mistrust in science from media influence, a lack of diversity in science fields, socioeconomic factors (education). Regarding Spravato, prejudice about depression, stereotypes of psychedelics, and unsuccessful communication.

Audience

30 to 40 year old millennial women

Current Belief & Behavior

The hope to be understood, discouraged in thinking there is no solution. Loss of interest, decreased energy, changes in mood and cognitive abilities, slower movements.

Human Shift

Utilizing different forms of media to strategically communicate in a step-by-step approach that Spravato is helpful.

Desired Belief & Behavior

TRD is treatable. Spravato is an approved treatment for TRD. Ask their doctors about Spravato.

How do we shake it up?

Create an ad campaign utilizing video, print, and mobile app components. Use the concept of a puzzle which represents life with depression, and a shining star/guiding light motif.

STRATEGY

Discovering you have TRD can feel overwhelming. Spravato is an alternative prescribed treatment that works with your current oral anti-depressant to reduce symptoms.

CONCEPT

TRD makes you feel like you are in a dark place. We understand that it can be painful for patients. The missing piece of puzzle and guiding light to a happier tomorrow is Spravato.

Research

Brainstorming and Concepting (Target audience, facts, features – brand, benefits – customer, messages/objectives, user personas, customer journey)

Research Insights

Spravato

Features (fast-acting, nasal and doctor administration, 1-2 times per week)

Statistics

Patients with major depression respond to antidepressant treatment, but 10-30% of them do not improve or show a partial response coupled with functional impairment