PBA Facts - Actor

This case study describes how Avanir Pharmaceuticals in the US, created a television campaign to raise awareness of neurological condition PBA and generate leads for its drugs.

PBA Facts - Actor

Campaign details

Agency: Advance MarketWorxClient: Avanir Pharmaceuticals- Inc.Category: Pharmaceutical / Healthcare

Executive summary

PBA is a neurological condition that causes sufferers to have uncontrollable bursts of crying or laughter. Avanir Pharmaceutical makes the only FDA-approved treatment for the condition, but faced the problem that it is often undiagnosed or mistaken for depression. It needed to make sufferers aware that the condition exists and that it can be treated. A television campaign featuring Danny Glover highlighted the symptoms, contrasting his skill in crying and laughing on demand with the unwanted crying and...

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