DePirro/Garrone Advertising
Location: New York, New York, United States of America
Category: Healthcare/Medical Industry Marketing
Title: Serostim “Scale”
Award: 2025 Best of Category
Client: EMD Serono / Serostim
Project Description:
HIV-associated wasting (HIVAW) is a complex and often overlooked condition, even among people living with HIV who are otherwise thriving on modern therapies. Serostim needed a campaign that could cut through low awareness, stigma, and misinformation to help patients recognize potential symptoms and take action.
The “Scale” concept used a bold, unmistakable visual device — a household scale — to present a simple but powerful question: “Weighing less? Doing less?” The clarity of the imagery helped reframe HIVAW in a way that was accessible and urgent without being sensational.
The supporting campaign extended across digital platforms with educational tools, including symptom prompts and a streamlined path to start conversations with healthcare providers. The result was a smart, disciplined use of creative assets that elevated visibility for an under-recognized condition while reinforcing Serostim’s role as the only FDA-approved treatment for HIVAW.
Credits
- Lisa Garrone – DePirro/Garrone Advertising
- Mike DePirro – DePirro/Garrone Advertising
