In 2018, JYNARQUE® (tolvaptan), the first-and-only treatment for autosomal dominant polycystic kidney disease (ADPKD), a rare hereditary disease, was about to launch. How could we best communicate this transformative milestone to a tight-knit patient community that had been waiting decades for a treatment?

3 generations of ADPKD.

1 long-awaited treatment.

The family-focused Generations campaign evoked the uniquely powerful feelings of togetherness and connection associated with ADPKD. Our core campaign images, which depict a family around a shared activity, reflect the way knowledge is shared between family members with ADPKD.

We launched our focused campaign visual and messages via a communication plan targeted to patients still in the clinical trial program. By doing so, we reached the vast majority of patients with the news of this long-awaited treatment.

Still photography and motion capture were both utilized to generate compelling assets that could be pulled through across multiple channels. The campaign was shot, edited, and launched over a period of 4 months. Additional executions were shot for future scaling of the campaign, and strategic placement across targeted media has allowed for maximum exposure to this rare disease audience.

-2,080 patients on drug (goal: 1,300)

-106.3K visits at JYNARQUE.com

-6 out of 10 patients took the initiativeto discuss JYNARQUE with their doctors