When an established pharmaceutical brand—Abilify—got a new indication—schizophrenia—we did more than build a branded campaign aimed at caregivers. We used the initials of the new brand—AM—to create affirmations that embraced, empowered, and encouraged these tireless heroes to continue their important and necessary efforts.

“ I AM helping my son with schizophrenia. And I AM making a difference in his life.”

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