"Taking On TD™" Integrated Marketing Campaign

The Taking On TD™ campaign is a bold, empathetic, and strategically integrated initiative designed to empower patients living with mental health conditions who may be experiencing symptoms of tardive dyskinesia (TD)—a disorder marked by uncontrollable, visible body movements. For many, these symptoms are frustrating and isolating. This campaign not only raises awareness of the disease but also motivates patients to take action by speaking with their doctor and asking for INGREZZA® by name. At the heart of the campaign is a clever and emotionally resonant branding device: the use of “ING” within key messaging words—such as TakING, HelpING, EmpowerING—visually highlighted to mirror INGREZZA’s brand identity. This subtle yet powerful technique reinforces the brand name and benefits while connecting it to the positive emotions patients seek: control, relief, and dignity.