AstraZeneca launches new phase of depression campaign

WILMINGTON, DE: AstraZeneca has launched a second phase of its "Speak and Be Heard... Living With Depression" campaign, in partnership with the Depression and Bipolar Support Alliance (DBSA).

WILMINGTON, DE: AstraZeneca has launched a second phase of its  "Speak and Be Heard... Living With Depression" campaign, in partnership with the Depression and Bipolar Support Alliance (DBSA).

Now in its second year, the campaign is run in-house and centered on a contest designed to encourage people who have suffered from symptoms of bipolar disorder and depression to share their success stories via a dedicated website, www.SpeakAboutDepression.com.

In this year's campaign, AstraZeneca has extended the list of modes that participants can share their stories to include song, art, poetry, and video – as well as essay writing. A panel of judges, which includes celebrities and representatives from DBSA and the mental health community, will select the finalists. The campaign, which is supported by social media, is aimed at anyone who has experienced depression.  

Although AstraZeneca has branded the site, it does not make any mention of its drug Seroquel XR, which treats the symptoms of bipolar and depressive disorders.

Shannon Miller, brand communications manager at AstraZeneca,explained that the decision to not mention Seroquel XR was part of the campaign's strategy to focus on the disease rather than the brand.

She said the campaign "seeks to demonstrate the importance of people with major depressive disorder seeking help for their unresolved symptoms. It is important for individuals to work with their healthcare provider to make an effort to successfully manage the depressive symptoms of bipolar disorder or major depressive disorder.”

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