THE RESTLESS
Polycythemia Vera (PV) is a rare blood cancer affecting 148,000 Americans.
There is no cure for PV, so patients live in a cycle of blood tests which cause an anxiety flare up the nights leading up to an appointment.
It was our job to sympathize, empathize and bring to life the worry of the wait with a film.
Launched in 2021, The Restless is an unbranded DTC campaign spanning across TV, print, digital, and radio that helped PV patients feel seen and heard.
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The campaign continued across print using the same projection technique.
RADIO SPOT
When we spoke with patients, we found that they often hid their anxiety and worry from their loved ones. Using this insight, we created a back and forth conversation happening inside the minds of a couple laying next to each other in bed.
