Launching a lifesaver. 

 

Emergent Biosolutions & NARCAN​

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Jennifer was the strategic lead on the pitch that brought NARCAN® to VML, and she stayed on it for the three years that followed. The assignment arrived at the brand's most consequential moment: the move from prescription and first-responder use to over-the-counter availability. There was no playbook. A drug that had lived in ambulances and emergency rooms had to earn a place in kitchen drawers and glove compartments, in a category that did not yet exist, under a level of cultural, ethical, and regulatory scrutiny few launches ever face.

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Iterating directly with clients, she guided the work from origination to launch as a fully integrated account, a structure most agencies describe and few actually run. She led a cross-disciplinary team of roughly 35 across strategy, creative, media, retail, digital, social, and earned, united by a single strategy. Informed by audience research across quantitative and qualitative methods, the NARCAN brand strategy and creative platform extended into a complete go-to-market ecosystem: retail activation, communications planning, media planning, a redesigned site and e-commerce experience, social content, influencer and PR. 

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The idea at the center was simple and human: Everyone has the power to save a life. It reframed the product from a crisis response only used by a certain type of person into an act of kindness and preparedness everyone should join.

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The launch landed on a national scale. On the day the OTC switch was announced, two sitting U.S. Presidents publicly acknowledged the moment, driving more than 5 billion impressions and firmly positioning NARCAN® as both a cultural symbol and a practical act of care. The result was a brand that showed up not with judgment or fear, but with clarity, humanity, and readiness.​​​​

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Agency

VML New York​​​​​