Risperdal

Creative Rationale

Approved in 1993 for the treatment of schizophrenia, Risperdal was the second atypical antipsychotic to enter the market. By 2004, clinicians had 6 atypicals to choose from, making differentiation difficult. With the ‘Living Nightmare’ Campaign, UK-based Junction 11 captured the sinister nature of schizophrenia perfectly as an everyday battle patients face to deliver a strong efficacy claim focused on relapse prevention. The creative work not only set Risperdal apart in terms of its efficacy, but also demonstrated a deeper understanding of the disease it was indicated to treat.