Benlysta Campaign
Glaxosmithkline (GSK) BENLYSTA created the first prescription treatment in over 50 years approved for adults with active systemic lupus erythematosus (SLE or lupus). The clinical trial successes of Benlysta prompted The FDA to execute a priority review of Benlysta which they successfully passed.
Now there is a new first-line therapy for 300,000 U.S. patients and many more around the world. Benlysta has been growing by double digits every year since launch.
Lupus is latin for wolf. And Lupus is very hard to diagnose. Often hiding in plain sight. The campaign approach - focus on women who are the larger population diagnosed with lupus.
The campaign style - artistic and feminine. The tone speaks to confident women who now have the ability to make lupus more manageable, portrayed by an image of a woman taming the wolf know as lupus, in her hair.
ACR TradeShow
