Taking On TD™ – EmpowerING Patients with INGREZZA®

The Taking On TD™ campaign represents a masterclass in branded content development—where emotional storytelling, strategic messaging, and visual identity converge to create a deeply resonant experience for patients living with tardive dyskinesia (TD). Designed to reach individuals who may be struggling with unexplained, uncontrollable movements, the campaign delivers clarity, hope, and a clear path forward: talk to a doctor and ask 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. 
The Taking On TD™ campaign showcases how branded content can transcend traditional marketing to become a catalyst for empowerment. By embedding the brand into the emotional language of healing and control, the campaign not only elevated INGREZZA’s visibility—it gave patients a voice, a name to ask for, and a reason to believe in better days ahead.