Break the Cycle

Concept work for a DTC campaign that built on the idea of "breaking free" from medication that doesn't actually work. Print, digital or TV ad compatible, the campaign idea honed in on the idea that cycling through current 1st-line medications for the disease state were, at best, maintaining the status quo. As this would be a campaign for the Canadian market, we needed to solution a way or suggesting that you could achieve those victories on a new medication--without overpromising or hinting at the indication.