Despite several new antiepileptic drugs entering the market over the past 2 decades, 1.8 million adults in the United States continue to be held captive by their seizures. To build awareness of the magnitude of uncontrolled epilepsy among healthcare professionals (HCPs), we personified the disease as C. Zure, a serial kidnapper holding all adults with uncontrolled epilepsy hostage. In keeping with the psyche of a madman, the journal ad was designed to resemble a ransom note. Taunting messages in cut letters pulled HCPs into the greater campaign experience by announcing new victims taken, emphasizing the ongoing prevalence of uncontrolled epilepsy.
A trailer was also created to introduce HCPs to C. Zure and the bold messaging platform of the campaign. The jarring footage resembled a horror movie and was designed to disrupt HCP thinking and promote a more informed patient-physician dialogue.
This professional campaign titled 'Ransom Note' was published in United States in April, 2019. It was created for the brand: SK Life Science, by ad agency: CDM Princeton. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted almost 3 years ago.
Advertising Agency: CDM Princeton, Princeton, USA
Creative Directors: Gary Scheiner, Debra Polkes, Brittany Draper
Art Director: Lenard Ranieri, Emily Hartung, Sean Downey
Copywriter: Taylor Bjornsen
Photographer: PR Brown