Bristol Myers Squibb, Taye Diggs and Schizophrenia Community Partner to Empower People with Schizophrenia Through Live Your PosSCZible Campaign
Bristol Myers Squibb (BMY) has announced the launch of the 'Live Your PosSCZible' campaign in partnership with the schizophrenia community. This national initiative aims to elevate the voices of those with schizophrenia and their care partners to foster meaningful conversations and reduce stigma. The campaign features actor Taye Diggs and his sister, Christian, who was diagnosed with schizophrenia as a young adult. They share their experiences to highlight that with proper treatment and support, people with schizophrenia can achieve their ambitions. The campaign provides resources and tools to enhance understanding and empathy, and it includes various stories and videos from the schizophrenia community. These resources are available on LiveYourPosSCZible.com and across social media platforms.
- Bristol Myers Squibb launched a national campaign which can increase brand visibility and goodwill.
- Partnership with high-profile personalities such as Taye Diggs may attract more attention and credibility to the campaign.
- The initiative includes educational resources that can positively impact public understanding of schizophrenia.
- Utilizing popular social media platforms like Instagram and TikTok can engage a broader audience.
- The campaign emphasizes successful management of schizophrenia, potentially encouraging more patients to seek treatment.
- There are no direct financial benefits or projections provided in the press release.
- The campaign's success is heavily reliant on public engagement, which is uncertain.
- While increasing awareness is beneficial, it does not immediately translate to increased revenue for Bristol Myers Squibb.
The national initiative, Live Your PosSCZible, is focused on elevating the voices of those with schizophrenia and their care partners to drive impactful conversations about the aspirations of the community
Actor and author Taye Diggs and his sister, Christian, who was diagnosed with schizophrenia as a young adult, share their experiences alongside members of the schizophrenia community
Initiative provides resources and tools to increase the understanding of schizophrenia, reduce stigma, and promote empathy and support
Schizophrenia is a persistent and often disabling mental illness impacting how a person thinks, feels and behaves, with onset typically occurring in late teens and early adulthood. When not properly managed, these symptoms can have a significant impact on daily functioning, overall quality of life, and can contribute to feelings of hopelessness. However, with appropriately managed symptoms and the right support, people with schizophrenia can achieve their ambitions.
“There is a persistent stereotype that people who live with schizophrenia are not able to lead meaningful and fulfilling lives, and that they have to put their professional and personal goals aside,” said Gordon Lavigne, CEO of the Schizophrenia & Psychosis Action Alliance. “This perception is false. With proper treatment and support, many people with schizophrenia can return to work or school, have a family, and enjoy friendships and social activities. The Live Your PosSCZible campaign tells stories of what is possible when you have access to proper treatment and care.”
The campaign elevates stories of the schizophrenia community, including the experiences of Broadway, television and movie actor and author, Taye Diggs, and his sister, Christian, who was diagnosed with schizophrenia as a young adult. Alongside Taye, the Live Your PosSCZible campaign will feature stories from care partners and people living with schizophrenia, including social media influencers and advocates, who share their personal experiences, how they manage daily challenges and their ambitions, all while encouraging others that it is possible for them too.
“When my sister was diagnosed with schizophrenia, my family was incredibly worried. At first, I couldn’t believe what I was hearing. So much of the information out there doesn’t accurately show what life with schizophrenia can be,” said Taye, known for his roles in Rent, Private Practice and All American. “But today, with support from medical professionals, my sister is managing her mental illness and is working and living independently, enjoys yoga and dance, and is doing really well. We want to get rid of the negative images many of us have of schizophrenia and raise awareness that people with schizophrenia can live full, happy lives.”
Stories from people living with schizophrenia and their care partners – as well as educational, community and peer resources to help navigate care – are available on the campaign website at LiveYourPosSCZible.com. The campaign also includes "Get Ready with Me” videos to showcase how different people with lived experience get ready for their planned activities and daily routines, taking inspiration from the #GRWM social media trend. Videos will launch at different times of the day across the campaign’s social media platforms on Instagram and TikTok, reflecting how people affected by schizophrenia often have varied schedules.
“A schizophrenia diagnosis can be extremely challenging. Not only do the symptoms of schizophrenia potentially impact all aspects of a person’s life, but society often tells them that their diagnosis means they have to put their goals aside,” said Jasmine Greenamyer, Vice President of Patient Outreach at Bristol Myers Squibb. “We launched Live Your PosSCZible to let people with schizophrenia know their ambitions are important and that with the right support, anything is possible.”
Learn more at LiveYourPosSCZible.com and follow Live Your PosSCZible on Instagram, TikTok and YouTube.
About Schizophrenia
Schizophrenia is a persistent and often disabling mental illness impacting how a person thinks, feels and behaves, and affects nearly 24 million people worldwide, including 2.8 million people in the
About Bristol Myers Squibb
Bristol Myers Squibb is a global biopharmaceutical company whose mission is to discover, develop and deliver innovative medicines that help patients prevail over serious diseases. For more information about Bristol Myers Squibb, visit us at BMS.com or follow us on LinkedIn, Twitter, YouTube, Facebook and Instagram.
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Source: Bristol Myers Squibb
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