Winner
Breaking the Cycle in TRD
Summary of work
More than one in two patients with depression may be living with treatment-resistant depression (TRD). For these patients, the longer they cycle through ineffective therapies, the greater the risk of hospitalisation, prolonged suffering and suicide.
SPRAVATO® is a life-restoring and often lifesaving treatment. Psychiatrists trusted the efficacy of SPRAVATO®. They didn’t need more data. The real barrier was behaviour. They needed help recognising eligible patients sooner and feeling more confident initiating treatment.
We approached congress not as a standalone event, but as a catalyst for behaviour-change within an integrated engagement strategy. Across 2025, we built connected programmes spanning congresses with on-site activations followed up by post-congress field tactics.
At EPA 2025, we launched Breaking the Cycle, an arresting installation designed to make missed TRD patients impossible to ignore and help clinicians act sooner. At ECNP 2025, we evolved the platform to tackle the next behavioural barrier: hesitation around initiation. Through a simple but provocative message, “A chair is all you need,” we reframed administration as achievable within everyday clinical settings.
The result was not just attention, but changed perceptions of TRD timing, increased confidence in management discussions and a repeatable model for long-term scientific engagement.
Judges’ comments
‘Breaking the Cycle in TRD’ was built around behaviour change. It was in a compelling space, tracking data with intent. It had great creative execution and was very well written. It was simple, arresting and impactful and not just a moment in time – it was used within the engagement strategy and aligned to clear strategy an unmet need.
