You Still Can Be

The Ask: Alzheimer’s disease is not just a diagnosis—it’s a profound life change that carries significant emotional weight for both patients and their care partners. Eisai and Biogen, the developers of LEQEMBI, sought to create a patient-centric campaign that would educate, engage, and inspire action. The challenge was to build awareness around LEQEMBI’s proven ability to slow the progression of Alzheimer’s disease while making the message feel personal and hopeful for those at the early stages of the disease.

The Solve: A campaign centered on the empowering message of "You Still Can Be." This theme conveyed that despite an Alzheimer's diagnosis, there’s hope to slow disease progression and maintain one's identity longer.

• Real Voices, Real People: We featured real patients and their loved ones, like Bob, Audrey, Richard and Lola, using their voices and stories to anchor the campaign in authenticity. Their experiences served as a relatable and hopeful narrative for other patients and care partners.

• Holistic Touchpoints: The campaign spanned digital wallboards, print ads, and TV. Each asset was designed to capture moments of consideration and action, encouraging patients to talk to their doctors about LEQEMBI. The consistent messaging across multiple platforms allowed us to "own" the neurologist office space, driving home the importance of acting early.

• Tailored for Accessibility: Extensive research with patients informed the UX and visual design, ensuring the LEQEMBI website and digital assets featured large fonts, intuitive layouts, and accessible visuals. This allowed users—many of whom may have mild cognitive impairments—to engage easily with the content across devices.

Key Deliverables:

• Multi-channel campaign including digital and print wallboards, waiting room TV ads, and patient guides.

• Website integration to drive users from in-office assets to LEQEMBI.com for further engagement.

• Real patient stories as the emotional core of the campaign, fostering a sense of community and hope.

Over the course of four weeks, we traveled across the country to film five patients living with Alzheimer’s. We didn’t just capture their stories—we stepped into their worlds. We spent entire days in their homes, shooting on the fly, using 8mm film to bring out the rawness and realness of their lives. The goal wasn’t to control every detail but to let their humanity lead the way.

It was about honoring the people who let us in, who allowed us to see their most vulnerable moments. Leading the LEQEMBI shoot was more than a job. It was about creating something that mattered—something that allowed people to feel seen and celebrated. Each story we captured wasn’t just about Alzheimer’s. It was about what remains: love, resilience, and hope.