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Print Campaign for Plivensia
Client: GSK
Agency: Area 23, New York
CGI: Lightfarm Studios

Challenge: For a rheumatologist, rheumatoid arthritis (RA) is a disease of the joints. Symptoms beyond the joint are just not on their mind. When a patient complains of feeling depressed, the rheumatologist thinks “of course you’re feeling depressed, your joints hurt”.

Solution: We needed a way to not only help rheumatologists understand that there are emotional symptoms to RA, but that now there was a treatment clinically proven to treat those exact emotional symptoms.