Klick, McCann HumanCare, and Takeda/Lundbeck for Trintellix

Lighter Blue

Recognizing that humor is a primary coping strategy for people with major depressive disorder, this team developed a character named Blue to address the everyday challenges of depression with honesty and humor. Within a year, Blue’s Facebook page had more than 730,000 members, over 1.3 million post shares, and 47,000 average engagements per post. Judges loved the creative execution.

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