THE ISOLATION OF CHRONIC PAIN
TAMPER RESISTANT OXYMORPHONE

INSIGHT 

Chronic pain may set up a barrier that separates patients from other people and the world. The island campaign image visually represents a cry for help from chronic pain and the isolation (physical separation) that it may cause.

EXECUTION 

It delivers almost immediate clarity to a real-world issue, delivering stopping power so HCPs identify the theme of isolation resulting from chronic pain. In a rational way, HCPs understand that it is the patient who needs help and it makes them want to come to the rescue.In addition to the unique image, the campaign also introduces a comprehensive design system that complements the brand positioning. Updated graphic elements energize the already established colors of Opana ER with INTAC, and elevate it above the competition.

RESULTS 

The following quote was taken from market research: “The ‘Island’ campaign imagery is memorable, appealing, recognizable, and moving. It delivers almost immediate clarity to a real-world issue, delivering stopping-power so HCPs identify the theme of isolation resulting from chronic pain. In a rational way, HCPs understand that it is the patient who needs help and it makes them want to come to the rescue.”

Work produced:

• Website

• Interactive visual aid for iPad
• Journal ads
• Sell sheets
• Corporate brochure
• Print visual aid