Acadia Pharmaceuticals

CDM New York *Lead Agency

Chris Palmer, MP Executive Creative Director
Matt Cohen, SVP Associate Creative Director, Copy
Cindy Reni, SVP Client Service Director
John Hastings , SVP Creative Director
Jeffrey McCann, VP Account Supervisor
Tanja Stieglmeier, Art Supervisor
Jennifer Moses, Senior Copywriter
Shannon Hollman, SVP Creative Director
Efthemios Suyat, OCULUS Programmer

Bent

Link9 LLC

Hilary Becker, Senior Producer

Doctors were slow to acknowledge or address a common comorbid condition of Parkinson's disease--psychosis--leaving patients suffering in silence. "Holding Back" was developed to create an urgency to prompt healthcare professionals to talk about the disease with their patients. This idea burgeoned through a multichannel campaign, including print, online, and an immersive virtual reality experience that provided a first-hand account of living with hallucinations and delusions. The campaign increased unaided awareness from 29% to 61% and significantly changed how physicians perceived, discussed, and treated Parkinson's disease psychosis.