Award: CAMPAIGN AWARDS \ C20. Healthcare: Ethical

For people with schizophrenia, reintegration into society is an important goal. However, stigma associated with the disease has led to slow uptake of the most effective long-acting treatments (LATs), and many patients remain confined to mental health institutions. The launch of a new LAT in China and Taiwan was an opportunity to reset this narrative, removing schizophrenia stigma and increasing access to newer treatments. We used creative formats to bring the patient experience to life, creating empathy and understanding among target audiences. In China, we created a virtual reality documentary film on living with schizophrenia, setting a new Guinness World Record for the number of simultaneous views. In Taiwan, we held public exhibitions in high-traffic Metro stations, where patients shared their stories. Both campaigns broke records and supported patient access in the process.