MAJOR DEPRESSIVE DISORDER RECRUITMENT CAMPAIGN

In this research study sponsored by Otsuka Pharmaceutical, I was tasked with developing a recruitment campaign aimed at individuals experiencing depression. Recognizing the inherently heavy nature of the subject matter, my approach was to infuse the campaign with a sense of levity, allowing us to connect with prospective participants on a deeper, more human level without directly depicting the difficult emotions they were facing.

I created the concept, imagery, and copy for the campaign, carefully crafting each element to resonate with the target audience in a compassionate and relatable way. The campaign featured inanimate objects that subtly symbolized feelings of hopelessness and despair, offering participants a new perspective on their experience. This approach was not only approved through the rigorous processes of both the sponsor and the Institutional Review Board (IRB), but it also achieved remarkable success.

The recruitment materials were distributed across social media, print, and through advocacy groups, leading to full recruitment in record time. Participants expressed that they truly connected with the imagery, appreciating the fresh, compassionate take on their depression. This campaign stands as a testament to the power of thoughtful, empathetic design in healthcare communications.