Agency: BAM Strategy
Client: Akili Interactive BRAND: endeavorrx ROLE: Account Director | Supporting the new 2022 advertising agency category called "Digital Therapeutics (DTx)"
Client: Akili Interactive BRAND: endeavorrx ROLE: Account Director | Supporting the new 2022 advertising agency category called "Digital Therapeutics (DTx)"
ABOUT: Introducing EndeavorRx, the first FDA approved prescription video game to treat ADHD.
Imagine if a video game could actually help kids with ADHD? Welcome to EndeavorRx: the first and only doctor-prescribed video game treatment of its kind. It’s not often that a product campaign has to simultaneously introduce a new treatment category to the world.
Imagine if a video game could actually help kids with ADHD? Welcome to EndeavorRx: the first and only doctor-prescribed video game treatment of its kind. It’s not often that a product campaign has to simultaneously introduce a new treatment category to the world.
Frankly, the very concept of a doctor-prescribed video game still sounds a bit like science fiction. So, this campaign had to pull double duty; first and foremost establishing the EndeavorRx brand, while also communicating the clinically proven science and efficacy of this innovative approach to ADHD therapy.
Naturally, the most powerful advocates available were the real families — and their doctors — who’ve witnessed first-hand results. A series of testimonial videos brought these stories to life, and helped prospective families understand the treatment’s appeal through the lens of kids who use it.
One of the sentiments echoed again and again by parents was the appeal of EndeavorRx as a safe additive therapy that “wasn’t another pill”. Digital therapy represents a brand new tool they can add to their treatment plan without fear of potentially dangerous or personality-altering side effects. This became a focal point of the scripted 0:30 + 0:15 digital spots.
The 2.0 evolution of this campaign also featured a more actionable CTA thanks to the recent addition of a Telehealth platform on the EndeavorRx website — meaning interested parties could inquire about prescriptions with a live doctor online in a matter of minutes.
