Challenge

Emotional stories about insulin rationing, misinformation about out-of-pocket costs, and ongoing remarks by policymakers have driven a highly negative narrative around insulin affordability. Although Lilly had continuously dropped its insulin prices and created one of the most comprehensive access programs ever in healthcare, it was an unwinnable debate Lilly wanted to stay out of.

And then, in November 2022, a fake tweet from a fake Lilly Twitter handle catapulted Lilly to the center of cultural controversy and insulin pricing, yet again.

Idea

We created a campaign anchored around a simple message designed to dispel misinformation and resonate with patients, policymakers, and every stakeholder: Lilly caps insulin at $35 per month or less.  We started by addressing misinformation around insulin pricing, then implemented highly orchestrated media effort that went live in waves to ensure positive sentiment was dominating.

Impact

We drove significant coverage and conversations as well as attention from POTUS and the White House.