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.

Overview

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...

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