Harvoni was the first and only cure for Hep C when it was introduced to the market.

This was great news for people who had been living with HEP C for years carrying around a burden of shame, guilt, and uncertainty about their health. 

The assignment was to do the next two commercials after the launch spot which had run its course. Research showed that while many people asked their doctor for Harvoni when the first commercial launched, there were still people with HEP C out there who were resistant for whatever reason to ask their doctor about it. The charge was to strike an emotional chord with HEP C patients while convincing them that there is an easy and safe cure for their disease that’s 99% effective. 

We created two commercials developing the boards for testing, and the agency produced them.

CW: Paula Dombrow, AD: Susanne Frenk, Agency: Strikeforce

HARVONI “LET GO” :60 TV

HARVONI “I AM READY” :60 TV

DAXXIFY® is a botulinum toxin owned by Revance Aesthetics. Powered by a unique peptide formulation, it’s an innovation in the category lasting nearly twice as long as conventional neuromodulators. Priced higher than BOTOX®, the brand has positioned itself as a luxury aesthetic. Patients pay a premium to get less injections each year.

I was hired as an in-house writer to bring my experience in beauty, luxury, and HCP to the launch. I worked on both sides of the business (aesthetic and therapeutic, HCP and DTC), including helping with positioning for RHA – their line of fillers. Due to strict NDAs, included here are just a few Instagram posts.

CW: Paula Dombrow  Designer: Nellah Byrd  Client: Revance Aesthetics

DAXXIFY INSTAGRAM REELS

I worked on the pitch for Linzess at Young & Rubicam. They won the business. Three years later I was asked to help out on doing a new campaign. The assignment was to emotionally appeal to people who were already trying to manage their symptoms of constipation and belly pain (with little or no success) and to motivate them to ask their doctor about adding Linzess to the healthy things they were already doing.

We came up with the idea of acknowledging people for all that they do to help themselves in the form of a positive message: “I’m Doing it All”. The concept tested through the roof surpassing every benchmark at Millward Brown and beating out all the creative that Linzess had tested historically. We were asked to produce a 360 campaign which included two tv commercials, print, banners and a magazine cover wrap for doctors’ offices.

RESULTS: The campaign was launched in April 2019 and, last we heard, it was outperforming expectations attracting 10,000 newcomers to the brand each week with thousands more web visits.

CD/CW: Paula Dombrow, CD/AD: Jacqueline Leak, Director: Sasha Levinson, Photographer; Rennie Solis, Agency: VMLY&R

 LINZESS “I’M DOING IT ALL” :60 TV

PRINT CAMPAIGN

DIGITAL BANNERS

Cologuard is a non-invasive, in-home colon cancer screening option for people 45+  who are not at high risk.

The assignment was to come up with a 360 campaign approach for Cologuard to motivate those 45+ to get screened for colon cancer, incorporating the Cologuard box character within the concept. The age recommendation from 50+ had just changed to 45+.

We based our idea on the insight that people play important roles in the lives of their loved ones.  We connected this insight to the importance of getting screened.  The line, “You’re kind of a big deal”, addresses both the patient directly and also becomes a digital activation that loved ones can send to remind those they care about to get screened.

We created an integrated campaign including a website scrolling landing page, digital banner ads, FB carousel posts, influencer messaging, digital activations, in-office HCP mirror installation, and web videos. 

CD/CW: Paula Dombrow, CD/AD: Jacqueline Leak, Agency: FCB NY

SOCIAL MEDIA LAUNCH

LANDING PAGE / CAROUSEL

BANNER ADS

“MILESTONE” Banner ADS

INFLUENCER CAMPAIGN

“Big deal” influencers remind their followers to get screened.

“A BIG DEAL IN COLON CANCER” TED TALK.

Cologuard Co-Founder, David A. Ahlquist.

HCP IN-OFFICE INSTALLATION

HCP DIRECT MAIL

PAPERLESS POST PARTNERSHIP

In collaboration with Paperless Post, Cologuard brands a letter or card that can be customized and sent to a loved one through the mail or as an e-card to remind them to get screened. On holidays (Mother’s Day, Father’s Day, Christmas, and New Year), we run banner ads that invite people to send a GIFT OF A LIFETIME to someone who is “their big deal.” We offer the option of sending a gift-wrapped box with the Cologuard kit inside and a personalized card.

Before little girls have breasts they obsess over them, checking them every day for any change. Unlike grown women, who tend to forget about checking them.

This became the idea of this PSA which an AD/Director friend and I did as a passion project. We “sold” the concept to the non-profit SHARE (Self Help for Women with Breast and Ovarian Cancer) and they ran this PSA for a long time on late-night cable TV.

It won a NY Emmy for Best PSA.  (Shot in 16mm. Produced on a shoestring with Deb’s own money and a few favors I called in.) Also, thanks to Ellen Tracy for donating the Columbus Avenue store for this shoot.

CW/Producer: Paula Dombrow, Director/Producer: Deb Lucke

 SHARE COMMERCIAL :60 TV

Alcon is one of the biggest eye care companies in the world. They make a portfolio of IOLs (cataract lenses), and they wanted an image campaign geared toward HCPs (cataract surgeons) that took the high ground. One they could use to grab attention and differentiate their IOL portfolio at trade shows. 

They chose the campaign, “See things differently”, set against epic landscapes featuring a person small in scale within each vista taking it all in. The headline line helped communicate Alcon’s innovative vision while the imagery conveyed the great distance vision and pristine 360 clarity these lenses make possible for cataract patients.

CD/CW: Paula Dombrow , CD/AD: Robert Dufour, AGENCY: Strikeforce

Gilead is the one big pharma company that has been at the forefront of HIV from the beginning, creating innovative breakthrough medical treatments, as well as supporting HCP, HIV patients and the LGBTQ community at large around the multi-faceted issues that are part of HIV.

The assignment was to give Gilead a human side in the form of a high-level rebranding campaign idea.  Our concept, “Stronger together,” worked well across for all stakeholders: patients, HCPs, the LGBTQ community and the brand itself.

CW: Paula Dombrow, AD: Jacqueline Leak, Agency: Strikeforce

PRINT

WALL POSTERS BUS POSTERS

XELJANZ is a prescription drug (a JAK inhibitor) indicated to treat rheumatoid arthritis (RA), psoriatic arthritis (PA), and ulcerative colitis (UC).

The assignment was to come up with stories for two new TV commercials (for RA and UC) for Xeljanz. These were the second round of commercials (pool-outs) of an existing campaign that was established by the staff GCDs who were stretched too thin to do all that was needed to get these through the several-month process from conception to shoot. The RA spot had to start with a patient getting out of bed and walking barefoot, followed by the story of their day without pain. The UC spot had to contain 3 scenarios representing 3 patients and their stories. Each had to mislead the viewer so they think the patient was rushing to the bathroom.

We created over a dozen scenarios to pitch to clients. A select few were chosen and prepared for testing. Two tested highest and we were asked to work out all the details and prepare shooting boards. What you see is what we boarded. This project was one thing we did while at VMLY&R creating and producing the Linzess campaign.

CD/CW: Paula Dombrow CD/AD: Jacqueline Leak  Agency: VMLY&R

TV

The assignment was to create a print campaign for Tylenol PM to run in OUT Magazine that spoke to the LGBTQ community.

The campaign message had to include that Tylenol PM is not habit-forming, like some other sleep aids. Done.

CD/CW: Paula Dombrow, Agency: Deutsch

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