A ray of sunshine
THERAPY AREA
VITAMIN D DEFICIENCY
The BRIEF
Launch a new vitamin D therapy that overcomes the barriers of existing treatments, in a market characterised by conservative HCP prescribing and crowded with OTC treatments.
Lack of sun, inadequate dietary intake, poor adherence or response to vitamin D supplements are just some of the barriers that prevent people in the UK from getting the vitamin D they need.
Insight
While the outlook for low vitamin D levels may seem as grim as a wet weekend, restoring those levels can feel like the sun has come out.
The solution
We created a series of photographs showing people getting the vitamin D they need all year round, overcoming the Great British weather. By juxtaposing dark, gloomy background settings with bright, cheerful patient images, we positioned the brand as a ray of sunshine delivering vitamin D, whatever the challenges.
Key patient types were chosen as the models to raise awareness and help HCPs – and their patients – to identify people at risk.
The campaign was really well received by the client and their team, and they have subsequently kept the striking photography when producing new materials.
