Big Health relaunched their prescription targeting program after 6 months of learnings, with a renewed focus on presenting Daylight and Sleepio as long-term solutions to anxiety and insomnia. Anyone in the client population who filled a relevant prescription would be included in this campaign—meaning that our audience had a huge range of experience and mental health literacy. With such a wide audience, we needed to balance a tone of sophistication and expertise to signal that our “digital medicine” was efficacious while still being engaging and approachable.