We didn’t just want to help people living with schizophrenia and their caregivers. We wanted to celebrate them as well. In every element of the “Dear Future Self” campaign, we put the patient front and center. It’s best exemplified by our defining campaign image, the wall mural—a place where patients are both celebrated and elevated. The patient featured in the mural looks out on the world with an air of confidence and hope for the future. They are taking a carefully considered chance on something new, instead of doing the same thing they’ve done before. The patient is often shown with their caregiver in an empathetic pose that reinforces the vital importance of receiving support from family and friends.The use of a graffiti-style font further adds to this optimistic energy and emphasizes the informal authenticity we use to depict everyday people. In short, it is a positive depiction of patients just living their lives with a long-acting treatment.