Theravance Biopharma

The 48th Hour

Agency: FCB


PROBLEM: Every year, >80,000 severe MRSA infections occur in the U.S., resulting in over 11,000 deaths. Antibiotic resistance is growing and the need to treat these infections efficiently and effectively is more crucial than ever. But too often, irreparable damage has been done by the time more effective treatments are considered.
SOLUTION: The CDC recommends that all clinicians review antibiotics 48 hours after initiated to see if the infection is responding. However, many HCPs leave patients on ineffective treatments for too long, causing irreparable damage or death. drives awareness of the CDC guidelines and enforces the urgency to switch – no patient should be left on treatment without improvement after 48 hours.

This professional campaign titled 'The 48th Hour' was published in United States in August, 2018. It was created for the brand: Theravance Biopharma, by ad agency: FCB. This Digital medium campaign is related to the Pharmaceutical industry and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: NEON, New York, USA
Creative Directors: Thomas Callan, Sean Green, Kevin McHale
Art Directors: Sarah Minnerly, Tamer Onay
Copywriter: Ashley Holbrook
Developer: Francisco Gutierrez
Animation: Paul Belliveau


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