For patients with Multiple Sclerosis and caregivers of patients with Multiple Sclerosis.

In the U.S., direct-to-consumer advertising is legal for prescription drugs, but it’s strictly regulated. This is especially true with “black box” drugs, like Tysabri, which carry a high risk. Typically, any specific claims about these medications are watered down, and must be balanced by verbose safety information. Part of the innovation of this campaign is that it’s not really about the drug — it’s about the empowered mindset of the people who take the drug. Through their stories, the brand can speak more loudly than any claims of efficacy could. The spots ran in a branded environment online, and since claims didn't overwhelm the user, the safety information wasn't required to either.

These spots are not your typical American pharmaceutical commercials, where a great-looking actor walks on a beach or plays golf while explaining how great his life is now that he takes Brand X for Condition Y, followed by 30 seconds of legalese. These short documentaries break all the pharma rules by not selling a drug at all, but simply inspiring viewers with real-life stories, told by real-life people, about their real lives.

The spots served as the first touch-points in an integrated campaign for a Multiple Sclerosis drug called Tysabri. They work together to engage the audience and drive them to full-length versions of Cathy, Lindy, and Rick’s inspiring stories.

MS causes the body’s immune system to attack its own nerves, resulting in a wide array of symptoms, from searing pain and loss of muscle control to cognitive difficulties and blindness. What’s more, the disease is progressive, so the symptoms get worse over time. Tysabri is extremely effective at slowing this progression, significantly improving a patient’s quality of life. The downside is that, on rare occasion, Tysabri patients can develop PML, an incurable disease that can lead to death very quickly. What’s so remarkable about Tysabri patients is that they fully understand this risk, but choose such an aggressive treatment anyway. Each person’s story is different. But what they seem to share is an irrepressible zest for life — a life full of love and hope, rather than sadness and fear. The idea of our campaign is to tell these “stories of strength” in the most real and human way possible.