ConnectING with Carnie™ – Empowerment Through Awareness

The ConnectING with Carnie™ campaign is a powerful, multi-channel initiative designed to address a critical gap in awareness and diagnosis of tardive dyskinesia (TD)—an involuntary movement disorder affecting over 800,000 U.S. adults, the majority of whom remain undiagnosed. TD, which can be caused by antipsychotic medication use, can be emotionally distressing and socially stigmatizing. This campaign set out to break the silence, reduce stigma, and empower patients to seek help—ultimately driving awareness of INGREZZA® as a treatment option.
To reach and resonate with the target audience—particularly women in their 40s and 50s—Neurocrine Biosciences partnered with mental health advocate and celebrity Carnie Wilson. Her authentic voice and personal journey created a relatable and credible platform for connection.
ConnectING with Carnie™ is a shining example of how integrated marketing can drive both awareness and action. By blending emotional storytelling, strategic partnerships, and cohesive branding, the campaign not only educated—it empowered. It gave voice to a silent struggle and offered a clear path forward, making a meaningful impact on patients’ lives and mental health journeys.