SUNLENCA (lenacapavir) is a first-of-its-kind, twice-a-year, injectable treatment for people with hard-to-treat HIV.
The audience.
Adults with hard-to-treat HIV.
The challenge.
Develop brand messages that elevate the innovation and submit them to OPDP. Simulataneously, create day 1 launch materials.
The ask.
Create day one launch materials that feel energized and optimistic.
Brochure with minimal design or branding created for OPDP submission to get approval or feedback to brand messaging.
Claims were developed carefully. Anything rejected by OPDP cannot be used on future promotional materials.
OPDP reviewed efficacy messages as part of the brochure. In the end, efficacy information was excluded from the brochure and lived on the website.
Efficacy data for DTC audiences isn't always necessary. However, the hard-to-treat audience is more familiar with how treatments work.
People with treatment-resistant HIV may not think it's possible for them to reach undetectable status. Until SUNLENCA.
Sometimes, a message is approved to use as body copy but not as a callout. To get the best understanding of our creative parameters, I formatted the copy doc to explore some message hierarchies with OPDP.
The "take your shot" callout pushed the boundaries of what OPDP approves, but the risk paid off. In the end, we were approved to say "This could be your shot."