XIFAXAN: Kate’s Story
For people with IBS-D, there’s a constant, looming threat of life being interrupted by their symptoms. As COVID hit, one-third of patients actually experienced worsening symptoms. Within the confines of a COVID-conscious world, we wanted to tell the relatable story of Kate as she navigates having an IBS-D attack while presenting on a video call – because the bathroom can be only 15 feet away, but it may as well be a mile when you’re tethered to your screen. And what’s worse? Kate’s daughter comes onto the call to tell everyone what’s going on. Yikes. In the end, XIFAXAN gives Kate the relief she’s been searching for so she can get back to life, uninterrupted.
Our work received an Award of Excellence for Integrated Campaign from The Rx Club and led to a 300% increase in patient requests, with TV leading to 64% of new prescriptions within 3 months of launching.
CW: Lauren Weiss
ACD: Michael Harari
Director: Mathew Cullen
Producers: Anna Joesph and Denny Kennedy
Agency: BARKER