Leqembi Branded Campaign
Target Audience:
Campaign pitch
Role:
Co-director with Clara Baumgarten
Alzheimer’s disease is a devastating degenerative neurological disease that causes patient memory, thinking, and behavior to vastly deteriorate over time. Alzheimer’s is an incredibly isolating disease: its progression often leads to the erasure of a patient's sense of autonomy and identity.
Patients with early Alzheimer’s may be treated with Leqembi, a drug that reduces the progression of the disease. This branded campaign was designed to make Leqembi stand out as a treatment for early-stage Alzheimer’s prior to it’s competitor, Lilly’s drug donanemab, coming to market.
From the outset of the project, the aim of the campaign was to tap into the emotional side of the patient experience. By connecting the emotional aspects of the patient experience to the drug’s efficacy, this campaign intended to enable patients regain a sense of individual autonomy, empower them to seek out care options (i.e. Leqembi) and take an active role in their future health care decisions.
Client:
Christine Armstrong
Alzheimer’s disease is a devastating degenerative neurological disease that causes patient memory, thinking, and behavior to vastly deteriorate over time. Alzheimer’s is an incredibly isolating disease: its progression often leads to the erasure of a patient's sense of autonomy and identity.
Patients with early Alzheimer’s may be treated with Leqembi, a drug that reduces the progression of the disease. This branded campaign was designed to make Leqembi stand out as a treatment for early-stage Alzheimer’s prior to it’s competitor, Lilly’s drug donanemab, coming to market.
From the outset of the project, the aim of the campaign was to tap into the emotional side of the patient experience. By connecting the emotional aspects of the patient experience to the drug’s efficacy, this campaign intended to enable patients regain a sense of individual autonomy, empower them to seek out care options (i.e. Leqembi) and take an active role in their future health care decisions.
Brief Development
The campaign brief’s ethos was developed around empathy, empowerment, and patient-centered care. To ensure the brief was both impactful and connected to the emotional experience of our intended audience, it underwent several rounds of iterations, with all the revisions made referencing our research. Its creation served as a lodestar for the entire development of our branded campaign.
Brief Development
The campaign brief’s ethos was developed around empathy, empowerment, and patient-centered care. To ensure the brief was both impactful and connected to the emotional experience of our intended audience, it underwent several rounds of iterations, with all the revisions made referencing our research. Its creation served as a lodestar for the entire development of our branded campaign.
The swipe process involved the identification of visual metaphors capable of eliciting experiences felt by Alzheimer’s patients and highlighting Leqembi’s efficacy. At the core of our concepts, we aimed to embody Leqembi’s brand promise centered around fostering dignity and preserving identity. We needed to establish a direct connection between this promise and Leqembi. Ergo, our patients need to know what Leqembi does and promises to do for them after viewing this campaign. Considerations such as camera angle, key characters, and messages of each idea were discussed to ensure each idea was linked to the brief guidelines. Emphasis was placed on the camera angle to ensure the patient was at the center of every image.
Swipe
Swipe
Swipe
After much ideating, we refined our swipe into four testable concepts. A thorough review was conducted to ensure the visuals and copy aligned with each other and the goals outlined by the brief. Principles of clear articulation, unique appeal, and relevance to our patient audience guided the process and evolution of each concept.
Concept Development
After much ideating, we refined our swipe into four testable concepts. A thorough review was conducted to ensure the visuals and copy aligned with each other and the goals outlined by the brief. Principles of clear articulation, unique appeal, and relevance to our patient audience guided the process and evolution of each concept.
Concept Development
Concept Development
In the real world, concepts would be market tested with patients diagnosed with Alzheimer’s; however, in our case study, we self-selected the idea and copy pairing we felt was the most robust and cohesive: “Plan for tomorrow’s.” This campaign embodies our brand promise of identity retention and dignity preservation. It emphasizes preserving the patient's identity, showcasing an individual engaged in proactive planning for their short-term and long-term future via the calendar.
The imagery selected is highly relatable and extensible, located in the kitchen space, also known as the heart of the home. Initial ideas for the campaign included a collections concept which was incorporated into this one via the collection of postcards, magnets, and familial photos on the fridge which personalized the imagery. This portrayal not only reaffirms the dignity of patients but also underscores their autonomy visualizing a patient penciling in a future doctor’s appointment. This concept emphasizes our commitment to meeting Alzheimer’s patients where they are and empowering them to advocate for themselves.
Finalized Concepts
The imagery selected is highly relatable and extensible, located in the kitchen space, also known as the heart of the home. Initial ideas for the campaign included a collections concept which was incorporated into this one via the collection of postcards, magnets, and familial photos on the fridge which personalized the imagery. This portrayal not only reaffirms the dignity of patients but also underscores their autonomy visualizing a patient penciling in a future doctor’s appointment. This concept emphasizes our commitment to meeting Alzheimer’s patients where they are and empowering them to advocate for themselves.
Finalized Concepts
Beyond the scope of this project, if our final concept was selected by market research, the following steps of brand execution would involve the selection of an artist and/or photographer who would best bring the campaign to life. As brand champions, our responsibility would involve ensuring Leqembi’s brand hallmark is included to ensure the ownability of the campaign.
The warmth and depth of emotion found in Yifan Wu’s body of work are well-suited to our campaign. Implementing their eye-catching work with our branding could elevate the Leqembi website’s illustrative elements.
Concept to Market
Student work purposes only rights retained by Yifan Wu: https://www.yifanwuart.com/
Concept to Market
Research
While this project did not afford the opportunity for primary research, we immersed ourselves in the perspective of those impacted by Alzheimer’s through extensive secondary research. Reviewing numerous online patient and caregiver interviews resulted in a profound understanding of the patient and caregiver narrative. This process ensured our approach was not just informed but also compassionate and connected to the emotional reality of the audience we aimed to serve.
Research