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Destigmatizing Schizophrenia


Schizophrenia is a disease that unfortunately takes it's greatest toll on the poorest populations inhabiting the inner cities. Many live on the streets, their whereabouts a mystery to their caregivers. Feared and misunderstood, often as a result of a side effect brought on by the very medications used to manage their schizophrenia, they wander the streets isolated and alone.


UNSETTLING. UNNERVING. We wanted the viewing audience to feel both the condition and the isolation and we wanted to push it as far as the networks would allow. The campaign's objective was simply to raise awareness of akathisia amongst the suffering patient population and their caregivers. We did so using TV, OOH, and website that is unlike anything else in the healthcare space.