The purpose of a disease state awareness campaign is to drive awareness as to the challenges of a certain diseases or limitations of current treatment. The assignment was to underscore the failures of current treatment of major depressive disorder. Current anti-depressants take months to become effective and years to find the right one. These ads were intended to educate as well as drive to a DSA website. The final concept chosen was a version of “Isn’t Paying Off” and the client wanted to use realistic and hard-hitting visuals of loss to direct the messaging.