VRAYLAR (AbbVie Inc. and Publicis NY)
VRAYLAR, an atypical antipsychotic, helps patients with bipolar 1 disorder treat the full spectrum of symptoms—bipolar 1 depression and acute manic or mixed episodes. In December 2022, VRAYLAR was approved as an adjunctive therapy for major depressive disorder (MDD), helping patients find additional symptom relief beyond what they were getting from an antidepressant alone.
Teams conducted extensive research. Patients reflected on balancing side effects and pouring time into managing their depression to only feel stuck. To combat these feelings associated with MDD, the campaign focused on bright visuals, upbeat music, and symptom relief. “For a Lift in Relief” tells a story of a mother with MDD becoming more present in her life.
Beginning in April of 2023, VRAYLAR is on its way to becoming the first-choice add-on treatment for MDD patients. Unique visitors to the website increased by 364% compared to when the site launched in January 2023.
