DUPIXENT
For Eczema Awareness Month, the 'Every Story Counts' theme was coming back for a second year, but it was missing clear emotional stakes. I added four words. The client went crazy for it, and the line ran on every piece of the campaign.
- Client
- DUPIXENT (dupilumab)
- Agency
- Havas Health Plus
- Role
- Copywriter
- Year
- 2022
- Discipline
- Copywriting
“Every story counts: even the untold ones.”
Eczema Awareness Month is observed every October to recognize the millions of patients still suffering from atopic dermatitis despite treatment.
“Every Story Counts” was recycled from the year before. It was true, but it wasn’t urgent. So I raised the stakes with four words: even the untold ones. That line went on every DUPIXENT EAM piece, from the microsite to the emails, banners, direct mail and promotional pins.