Lauren M. Bell
Screenshot 2026-04-27 at 3.10.19 AM.png

CAPVAXIVE (DTC)

Moving Through Life

In addition to the CAPVAXIVE HCP campaign, I helped develop the CAPVAXIVE DTC campaign as well. “Moving Through Life” highlights the tension between the increased risk of IPD that comes with age and the continued desire to embrace life fully. Though the campaign is distinctly DTC, it shares visual similarities to HCP—as seen in the branded “color element.”

Note: The following work has been created for CAPVAXIVE™ Global. It features magenta variable text to be updated by local markets (e.g., Merck Canada, Merck Japan, etc).

 

Campaign Videos

To ensure this 60-second video would resonate for all Merck affiliates, we developed two versions: one for western markets (like France and Canada) and one for eastern markets (like Japan and South Korea)

 
 
 

Print

This attention-getting two-page spread features bold campaign imagery and concise messaging to quickly educate consumers on the risk of adult IPD and the need for protection as they move through life.

 
 
 
 

Patient Brochure

Perfect as a leave behind or conversation starter, the Patient Brochure helps to raise awareness, educate on the importance of vaccination, and encourage adults to ask about CAPVAXIVE™ with their HCP.

 
 

Click the thumbnail to download and explore

 
 
 

And much, much more!

Working on CAPVAXIVE since 2023, I have contributed to countless projects for the branded DTC campaign. Below are some of these less portfolio-worthy (but still important!) initiatives:

  • Doctor discussion guide

  • Message development & architecture

  • Implementation guide

  • Banner ads

 
 

CREDITS:

Chief Creative Officer: Megan Skelly

Executive Creative Directors: Howard Lenn, Alex Cho

Creative Directors: Lauren Bell (me)

Art Director: Andrew Keller