Vitamin D plays vital roles in the human body and is crucial for maintaining bone health. Yet, vitamin D deficiency is highly prevalent worldwide and an important health issue in the UK. With this in mind, Domnisol, a new once-monthly formulation of calcifediol for the treatment and prevention of hypovitaminosis D was introduced in the UK.
Many people are at an increased risk of vitamin D insufficiency and deficiency, including older people, overweight people, post-menopausal women, people with darker skin and those with low sun exposure… which in the UK includes almost everyone, especially during winter!
We created a playful, patient-centric campaign showcasing Domnisol’s ability to treat low vitamin D in a range of key patient types. To position Domnisol as a bright solution, we played on the UK’s preoccupation with the miserable weather, showing our patients basking in a bright, sun-drenched beach scene, juxtaposed against dark UK settings, typical of autumn and winter months.
