The situation

For individuals living with an advanced form of dry, age-related macular degeneration called geographic atrophy, or GA, understanding the importance of slowing down disease progression is vital. GA can lead to blindness, lack of independence, and diminished quality of life. The earlier you treat, the longer you may preserve vision.

The idea

Created to empower patients and foster hope, the SLOW RIDER campaign features a woman in her iconic car embracing the beauty of a slower pace, which allows her to fully appreciate life’s small yet significant moments. Thanks to the drug IZERVAY, which has decelerated the progression of her GA, she can continue to savor these moments, despite the threat of vision loss associated with the disease.

Slow. It. Down.
Get GA going slower.

The execution

New DTC spot encourages patients to slow down GA by reimagining a familiar earworm. The commercial depicts an afternoon cruise through daily life scored with a remake of the classic song Low Rider by War, which embodies the theme of taking things slow.

The impact

IZERVAY is now the #1 prescribed FDA-approved treatment for new GA patients.* Since its September 2024 launch, the campaign has helped to accelerate aided brand awareness to 76%^†.

*Based on Symphony data from 3/24-11/24

^†Patient ATU study: November 2024

^††Media campaign performance report: 9/30/2024–12/31/2024