Janssen: Listen to our voices

Public relations firm Ketchum Brazil increased social media impressions and overall coverage for Janssen, a pharmaceutical company, by displaying the creative work of a musician with schizophrenia.


Pharmaceutical marketing is strictly regulated in Brazil, restricting consumer advertising/promotion of prescription drugs by brand name. As the maker of a flagship medication for the treatment of schizophrenia, Janssen tasked us with creating a PR campaign to raise awareness and provide quality information about this socially stigmatized illness, which has discouraged Brazilian patients from seeking/adhering to treatment. We took an unexpected approach, turning the personal narrative of a musician living with schizophrenia into a music video, and launched it as an anthem against prejudice – igniting a major national conversation about schizophrenia and the potential of patients who receive...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands