ConnectING with Carnie™ – Empowerment Thru Celeb Advocacy

The ConnectING with Carnie™ campaign leverages the authenticity and influence of Carnie Wilson to raise awareness of tardive dyskinesia (TD), a condition that affects over 800,000 U.S. adults, many of whom remain undiagnosed. TD is an involuntary movement disorder that
is associated with use of antipsychotic medications used to treat mental
illnesses—it can be emotionally distressing and socially stigmatizing. This campaign was designed to break the silence, reduce stigma, and empower patients to ask about INGREZZA®, the #1 prescribed treatment for TD. At the heart of the campaign was a bold decision: to center branded content around a trusted voice with lived experience. Carnie Wilson—celebrity, singer, and mental health advocate—brought authenticity, relatability, and emotional depth to the campaign. Her personal journey with mental health made her the ideal conduit for connection, especially with women in their 40s and 50s who are at higher risk for TD. This campaign redefined what branded content can be—transforming it from promotional messaging into a platform for empathy, education, and empowerment. By partnering with Carnie Wilson, Neurocrine Biosciences created content that not only resonated—it inspired. ConnectING with Carnie™ is branded content with purpose, heart, and measurable impact.