Most people don’t know Lilly or think it’s just another pharmaceutical company.

But the truth is, Lilly is a medicine company that puts people’s health above all in everything they do. Lilly understands that there is a person on the other side of every prescription.

The goal for this campaign was to introduce Lilly’s core beliefs to the world, and then follow up with a series of films that focus on important issues facing patient populations affected by Lilly’s most recent medical breakthroughs.

The campaign’s aim is to build awareness and trust between Lilly and patients or potential future patients by getting people to think differently about health with Lilly as the catalyst and voice of the patient.

Lilly strives to put health above all in everything they do. Including our advertising.

“Get Better” challenges themselves and the industry to keep getting better, so all of us can get better.

“Don’t Forget” brings hope to a forgotten patient population by telling the story of Alzheimer’s disease through the notes a person leaves to remember their sense of self.

“Shame” reminds us that shame should play no part in health for those struggling with obesity.

“Big Night” draws a line and declares that obesity medications are for patients who need them, rather than those seeking a cosmetic edge.

Although the campaign is still airing, it’s achieving its goals:

Increase awareness and trust:

Aided Brand Awareness: +33%

Brand Trust: +36%.

(Kantar, December-March 2024)

Get people to think differently about health:

“Don’t Forget” gave Alzheimer’s patients something they haven’t had, hope for a new medicine to help their disease progression. As one person said of the film: “There is hope and medicine can meet that hope.”

“Big Night” was powerful because it called out society’s misuse of obesity medicines.

As quoted by CNN’s medical correspondent, “This is a different kind of ad campaign. We’re actually hearing from a drug company saying you shouldn’t be taking these medications. We’ve never heard this before.”