The Situation

Rheumatologists often treated high RF as just another line item on a lab report—without recognizing it as a clinical warning sign. This left many patients at risk of suboptimal treatment.
 

The Solution

Our task was to reframe high RF as a signal that demands immediate attention. We concepted Red Flags, an unbranded digital campaign that positions high RF as a warning sign rhuems can’t afford to ignore. Using familiar “red flag” scenarios from everyday life, we created quick analogies that linked high RF to the need for urgent action.
 

The Strategy

Red Flags ran as the second pilot in a two-campaign series, launched simultaneously with High RF Hurdles. Together, the campaigns flooded the market, testing which creative approach best resonated with rheumatologists and drove the strongest shift in perception.