Equetro, a generic drug with multiple indications for bipolar I disorder, epilepsy and trigeminal neuralgia. Inspired by the product name, the campaign, “life in equilibrium” was about the efficacy and its impact on the patients. A follow-up strategy focused on the drug’s delivery system was the key. It emphasized the steady level of medication in the bloodstream more than 12 hours could give patients more control of their daily lives.