Cannes Lions

Good Morning Hypothyroidism

DIGITAS HEALTH LIFEBRANDS, New York / ABBVIE / 2016

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Overview

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Credits

Overview

Description

Every morning, millions of people wake up and take their Synthroid. Then they wait 1 hour before breakfast. It’s their morning start. And it’s written right in the prescribing information. Inspired by that simple, powerful truth, we set out to own that 1 hour in the morning. We created a multi-platform campaign called “Good Morning Hypothyroidism” that empowered people’s mornings with education, motivation, and inspiration from real Synthroid users. We created the Before Breakfast Club, a support program filled with tips and stories. So people managing hypothyroidism knew they weren’t going at it alone. They were in it together, learning from and inspiring one another. Finally there was a club they could call their own.

Execution

To create a truly authentic community for all people living with hypothyroidism, we partnered with our Ambassadors and asked them to tell us their unique experiences managing hypothyroidism. They shared their stories, tips, and advice on sticking to their morning routine with Synthroid, talking openly with their doctors about symptoms, checking their pill to make sure it’s branded Synthroid, and much more. Using their stories and photographs, we reinvigorated and relaunched the website. Now the site is less brand focused, and more people focused. We even created the Before Breakfast Club (B4BC), a support program providing more education and inspiration to people during that one hour before breakfast. It was filled with even more stories from real Synthroid users. Banners driving to the site, including all B4BC emails and direct mail communication were delivered in the morning hours. We wanted to help people taking Synthroid own the morning together.

Outcome

So far, results have indicated a positive momentum with an increase in site traffic by 58%. The majority of patients report high satisfaction with the site and would highly recommend it to fellow hypothyroidism sufferers. Early business impact studies indicate that more patients are now aware of the difference between generic LT4s and the brand, Synthroid their doctor prescribed. Therefore, patients are more likely to check their pill with each refill and speak up if it isn’t real Synthroid.

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