Typeface:
Helvetica (1957) by Max Miedinger,
Newsreader (2021) by Production Type
Art Direction
Campaign
Strategy
Website
This is an unbranded extension for GSK’s BEPI treatment.
How can patients share their journey and gain support within their communities when they may not want to be identified or talk about their condition? How can the six-month treatment and monitoring regimen for Bepirovirsen be made to feel seamless, achievable, and less burdensome?
Create a social (peer-to-peer) platform that helps CHB patients to stay motivated and compliant for a new 6-month long treatment regimen, targetingfirst- and second-generation immigrants.
- Motivate CHB patients to complete the 6-month treatment
- Educate people on hepatitis B and reduce stigma
- Foster connection among CHB patients
- Engender empathy and emotional safety
To help users stay compliant and on track with their healthcare journey and treatment plan, celebrate milestones, and stay up to date with nearby events.
To encourage consistency, motivation, and positively contribute to user’s overall emotional wellbeing.
A place for users to document their treatment journey while inspiring others through shared stories and experiences.
Interact with forum discussions with doctors, and access reliable resources to answer any questions to best support each user’s hepatitis B journey.
A choice-anonymous social space for users to connect through interests and identities beyond hepatitis B and the BEPl program.
To offer user’s the option to communicate and interact with web features in their preferred language for a seamless experience.
Objective
To drive platform awareness, reduce stigma and encourage open dialogue around CHB, while inspiring patients to stand behind B—LINKED's mission.
Asian (primary) and Sub-Saharan African (secondary) communities
Mean age of 42.4 years old
$100K — <$150K household income
6+ years since diagnosis
Experience shame and disappointment in themselves for contracting CHB, and fear how others will perceive them, using control as a mask to appear as if all is well.
Feel hopeful, eager, and excited about the possibility of something like Bepi.
Value being in control and informed; proactive about managing their health journey, placing high trust in their HCP for information.
“It’s not easy. You need a lot of strength to keep living knowing full well that you have a lifelong sickness that you have to keep managing. It’s me being resilient... refusing to give up on myself because it would affect a lot of people around me.”
Short-Form Video: 15/30/60-second explainers, including ”This Week's Plan,” "Test Day in 3 Steps"
Carousel Posts & Infographics: Checklists, platform features, “Myth Busters,” “When To Contact Your HCP”
Quiet Q&A: Weekly anonymous question intake, HCP-verified, stigma-reducing education with strong privacy assurance
In-Person Events: Shifting online engagement to in-person experiences and content to share on socials
New York, NY
Brooklyn, NY
Alana Watts,
Ava La Vigna,
Charlie Cripe,
Rachel Kane,
Stephanie Liu,
Creative AI
Growth
Strategy
Copy
Art Direction