cr(e)a(ti)ve ideas™

— PROJECT NAME

Regain Control of Chronic Iron Overload


— PROJECT TYPE

Branded Consumer Launch Campaign


— ROLE

Senior Copywriter


— CLIENT

Novartis Pharmaceuticals


— DATE

November 2014

The Problem


Patients living with chronic iron overload (IO) often face burdensome treatment routines—complex dosing schedules, inconvenient preparation steps, and lifestyle adjustments around their medication. This daily disruption can leave patients feeling as though their treatment controls them, rather than the other way around.


The Strategy


Reframe Jadenu as the liberating alternative: a simple, once-daily pill that removes the friction of previous IO therapies. By combining human-centered visuals with a tone that balances emotional resonance and clinical clarity, the campaign sought to empower patients to take back control of their lives while positioning Jadenu as the most convenient long-term management option.


The Idea


Freedom from Treatment Burden—a concept that uses light-hearted storytelling and relatable imagery to represent the feeling of release patients experience when switching to Jadenu.


Whether it’s leaving a “controlling” robot behind or soaring above burdens with rocket-powered wings, the creative metaphorically shows what life feels like without the constraints of outdated regimens.


The Execution


  • Hero Visuals: Two striking key visuals:
  1. 1) A confident patient walking away from a controlling robot, symbolizing leaving restrictive treatment behind.
  2. 2) A young boy in a suit with a jet pack that’s helping him take flight despite having heavy iron wings, representing the joy of freedom from treatment burden.

  • Headline Hooks: Playful, liberating lines like “Leave Your Controlling IO Treatment Behind” and “Bye Bye Burden” reinforce the emotional transformation.

  • Tone & Style: Bright, modern, and optimistic—carefully crafted to resonate emotionally while maintaining credibility with HCPs.

  • Product Benefit Integration: Messaging highlights Jadenu’s once-daily pill format, eliminating the need for stirring, mixing, or meal-timing adjustments.