To promote Zurzuvae, Biogen and Supernus are Turning Tides against postpartum depression

Biogen and Supernus Pharmaceuticals have launched a direct-to-consumer campaign called “Turning Tides” for Zurzuvae, the first FDA-approved oral treatment for postpartum depression (PPD). The campaign uses storm-at-sea imagery to depict the overwhelming feelings of PPD and highlights the drug’s fast-acting nature, reducing symptoms in days rather than weeks. The ads are strategically placed on streaming and audio platforms to reach new parents who are likely to be cord-cutters and consume content during late-night feedings, aiming to raise awareness about PPD and encourage women to seek care.