INCRELEX is used in the treatment of children with severe primary IGF-1 deficiency, a condition in which the body doesn’t make enough of the hormone (IGF-1) which is critical in physical growth. Because IGF-1 is not a common condition, our primary challenges have included providing education and support for the treating physicians, patients, and caregivers, as well as maintaining awareness of the availability of INCRELEX. Our campaign’s emotional central image of a little girl stretching to reach a cookie jar reinforces the treatment benefit of the brand, while reminding the audience why they care.