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Teva Be Moved by TD Puts Tardive Dyskinesia in Doctors Hands
Teva's "Be Moved by TD" is a 2025 integrated healthcare campaign created by FCB Health New York and StudioRx that uses a haptic handwriting simulator to let physicians experience the involuntary hand movements of tardive dyskinesia firsthand, launched in the United States to deepen healthcare professional awareness of the condition's impact on patient quality of life.
Tardive dyskinesia is a neurological movement disorder associated with prolonged use of certain psychiatric medications, and its visible symptoms are frequently underdiagnosed or underappreciated in clinical settings. Teva, a global pharmaceutical company with a significant presence across the US market, identified a persistent gap: healthcare professionals rarely encounter the subjective difficulty that TD imposes on patients during routine daily tasks. Rather than address that gap through conventional leave-behind materials or digital advertising, the campaign built a physical encounter. Attendees at major psychiatric conventions received a stylus engineered to deliver haptic feedback modeled on real TD motor patterns. When they attempted to sign their own names on a tablet, the software altered their signatures in real time using movement data derived from actual patients living with TD. The result was a signature that no longer looked like their own — a visceral, personal demonstration of a condition they were accustomed to observing from the outside. The campaign debuted at the American Psychiatric Association meeting and subsequently appeared at regional psychiatric events across the United States, according to reporting by mmm-online.com. FCB Health New York and StudioRx, both IPG Health companies, developed the concept and production jointly. The campaign was formally published in January 2025 and contains one primary media asset. Clapboard scores "Be Moved by TD" at 60 out of 100, reflecting strong conceptual clarity and experiential originality tempered by limited documented media breadth.
Teva identified a specific behavioural obstacle within the United States healthcare professional community. Awareness of tardive dyskinesia as a named condition was not the primary problem; motivation to act on that awareness was. Healthcare professionals who encounter patients with TD often attribute visible movement irregularities to other causes or perceive the condition as a secondary concern relative to the underlying psychiatric diagnosis being managed. FCB Health New York designed the campaign's strategic premise around the principle that embodied experience produces attitudinal change more reliably than informational exposure alone.
The global prescription-drug market reached an estimated value of approximately $1.188 trillion in 2025, representing growth of around 5.4% from the prior year, according to Grand View Research. Within the United States, prescription pharmaceutical marketing directed at healthcare professionals operates in an intensely competitive environment where brands including AbbVie and Intra-Cellular Therapies both maintain active professional education programmes around movement disorder categories. Against that backdrop, Teva's decision to invest in a physical simulator rather than a digital campaign reflects a calculated differentiation strategy. The reported production and deployment budget for the simulator was $125,000, according to mmm-online.com, a figure that positions the campaign as a concentrated, high-impact tool rather than a broad-reach media buy. According to pharmalive.com, the campaign produced qualitative evidence of changed healthcare professional attitudes, including increased motivation and heightened awareness regarding TD and its effect on patients' quality of life. That qualitative shift — moving clinicians from recognition to concern — represents the precise strategic objective FCB Health New York set out to achieve.
The "Be Moved by TD" handwriting simulator is a purpose-built experiential device combining hardware engineering, patient-derived movement data, and real-time software rendering. Chief Creative Officer Kathleen Nanda and Executive Creative Director Diana Salvatore led the creative team at FCB Health New York, with Group Creative Director Erico Braga and Creative Directors Cameron Pollard and Garry Harper contributing to the concept's development, as documented by oneclub.org. Associate Creative Directors Alyse Wexler Fix, Alejandro Anglada, and Neo Afan supported executional development across the campaign's integrated components.
The simulator's central mechanism rested on a stylus calibrated to reproduce the specific haptic signature of tardive dyskinesia motor activity. When a healthcare professional placed the stylus on the tablet screen and attempted a normal writing motion, the device introduced resistance and deviation patterns corresponding to TD. Simultaneously, the tablet software processed the user's input and rendered an altered signature on screen — one that visually documented the involuntary distortion the patient experience imposes. The movement data used to calibrate both the haptic feedback and the on-screen distortion was derived from patients living with TD, grounding the creative execution in clinical reality rather than approximation. Sound design for the campaign was handled by Juliana Tangary, with post-production completed by Evil Twin Music in São Paulo, as credited by oneclub.org. Editor Danielle Rallo shaped the campaign's film and documentary assets. Senior Producers Macy Brittingham and Sovanna Mam oversaw production logistics across convention deployments throughout the United States. The decision to anchor the experience in something as personally recognisable as one's own handwriting — rather than an abstract simulation — is the creative insight that separates this execution from conventional medical education tools.
The "Be Moved by TD" handwriting simulator reached more than 400 healthcare professionals at national conventions and regional events across the United States, according to pharmalive.com. Those professionals included physicians, physician assistants, nurse practitioners, and medical office staff attending psychiatric gatherings — a concentrated, high-value audience for a condition-awareness campaign operating within a specialist category. The campaign debuted at the American Psychiatric Association meeting, as reported by mmm-online.com, ensuring its first deployment reached one of the most relevant professional audiences in the United States for tardive dyskinesia discussion.
Qualitative outcomes documented by pharmalive.com indicate that the simulator generated measurable attitudinal change among participants, with healthcare professionals reporting increased motivation to identify TD in their patient populations and greater appreciation of the condition's effect on daily functioning. No independently verified quantitative outcome data — such as prescription lift or formal pre-post survey results — is publicly available for this campaign. The campaign's $125,000 production and deployment budget, as reported by mmm-online.com, was a deliberately constrained investment designed to maximise impact per contact rather than broad reach. On that dimension, the qualitative evidence supports a positive return on the strategic objective. The campaign received a 2025 Interactive Merit Honor from ADC Awards, The One Club, according to oneclub.org, affirming peer recognition within the advertising and health industry creative community. Clapboard scores "Be Moved by TD" at 60 out of 100. The score reflects the campaign's genuine conceptual strength and its documented qualitative impact, offset by the narrowness of its documented reach, the absence of publicly available quantitative outcome metrics, and the single-asset media footprint reported at submission.
Teva's Be Moved by TD is a 2025 integrated healthcare campaign created by FCB Health New York and StudioRx. It uses a haptic handwriting simulator to let healthcare professionals physically experience the involuntary hand movements caused by tardive dyskinesia, debuting at the American Psychiatric Association meeting in the United States.
The simulator used a haptic-feedback stylus calibrated with real patient TD movement data. When a healthcare professional attempted to sign their name on a tablet, the device disrupted their motor control and the software rendered an altered signature on screen, replicating the writing difficulty experienced by patients with tardive dyskinesia.
FCB Health New York created the campaign, working alongside StudioRx, both IPG Health companies. Chief Creative Officer Kathleen Nanda and Executive Creative Director Diana Salvatore led the creative team, with post-production handled by Evil Twin Music in São Paulo, as credited by oneclub.org.
The Be Moved by TD handwriting simulator won a 2025 Interactive Merit Honor from ADC Awards, presented by The One Club, according to oneclub.org. The recognition placed the campaign among acknowledged creative work in the health industry and healthcare advertising categories for that year in the United States.
The simulator reached more than 400 healthcare professionals at national conventions and regional events across the United States, according to pharmalive.com. Participants included physicians, physician assistants, nurse practitioners, and medical office staff attending psychiatric gatherings where tardive dyskinesia is a relevant clinical topic.
Clapboard scores Be Moved by TD at 60 out of 100. The score reflects strong conceptual originality and documented qualitative impact on healthcare professional attitudes, balanced against the campaign's narrow documented reach, single-asset media footprint, and the absence of publicly available quantitative performance metrics.
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