PEGASYS® (Peginterferon alfa-2a) Unbranded Email Campaign – Roche Pharmaceuticals
Senior Copywriter
DRAFTFCB | New York
The demographic for those diagnosed with, or at risk of having, Hepatitis-C was a very specific target – aimed at those who might have led high-risk lifestyles during the 80s and 90s. Many of these people held no more than a high school education, and operated, on average, with a fourth grade reading and comprehension level, so I crafted each message with that in mind. One our target’s biggest obstacles to getting tested and treated was a lack of self-worth, so the email campaign framed the argument through positive outside influences – like the love they held for their families and the notion of better things to come.