Anifrolumab: Integrated Campaign
Role: CD/Copywriter
Like its wolf namesake, Lupus can be a savage and scary condition. Anifrolumab helps bring the frightening and debilitating effects of SLE under control, so women that were once ravaged by the disease can now have some mastery of it - and finally tame the wolf. It’s a simple thought that led to some powerful creative.
Activation: The women in our ads are confident and strong. We’d cast for them from the lupus community on Facebook, Instagram, and Twitter, initially focussing on influencers with established followings. We’d film the process and use it for branded content, telling the story of our heroines and their journey with lupus. These women become our ambassadors - they are the #WolfTamers.
Social: #WolfTamer becomes a handle for all women to use as they discuss their experiences with lupus on social. It’s a reminder that even if they’re having a setback, ultimately they will prevail. Branded posts reinforce the empowering idea.
Tamer’s Trophies: How do you make adherence sticky? Tamer’s Trophies are virtual badges and medals to reward and celebrate patients at every milestone on their journey, from “Cub Tamer“ to “Wolf Whisperer.”
