Bristol Myers Squibb (NYSE: BMY) has unveiled the Live Your PosSCZible campaign, a nationwide initiative developed in collaboration with the schizophrenia community. The campaign aims to amplify firsthand experiences and equip patients and caregivers with educational tools, community connections, and peer support to navigate the challenges of schizophrenia.
Schizophrenia is a persistent mental illness that profoundly affects an individual’s thoughts, emotions, and behaviors, typically emerging in late adolescence or early adulthood. Unmanaged symptoms can significantly disrupt daily life and lead to feelings of despair. However, with effective symptom management and appropriate support, individuals with schizophrenia can pursue their aspirations.
Gordon Lavigne, CEO of the Schizophrenia & Psychosis Action Alliance, emphasized the campaign’s mission to debunk stereotypes surrounding schizophrenia. Lavigne highlights that many individuals with schizophrenia lead fulfilling lives, pursuing careers, building families, and enjoying social connections with the right treatment and support.
The campaign showcases stories from various members of the schizophrenia community, including actor and author Taye Diggs and his sister Christian, who lives with schizophrenia. Through personal narratives and insights from caregivers and influencers, the campaign aims to inspire others while challenging misconceptions about the condition.
Taye Diggs shared his family’s journey with his sister’s schizophrenia diagnosis, emphasizing the importance of accurate representation and raising awareness about the possibilities for individuals with schizophrenia to lead meaningful lives. Despite initial concerns, Diggs’ sister manages her illness with medical support and leads an independent and fulfilling life.
The campaign’s website, LiveYourPosSCZible.com, offers a platform for sharing personal experiences and provides resources to assist individuals and caregivers in navigating the complexities of schizophrenia care. Additionally, “Get Ready with Me” videos will be featured on social media platforms like Instagram and TikTok, showcasing diverse routines and activities, reflecting the varied experiences of those affected by schizophrenia.
Jasmine Greenamyer, Vice President of Patient Outreach at Bristol Myers Squibb, emphasized the campaign’s message that individuals with schizophrenia deserve support in pursuing their goals. Greenamyer underscored the importance of providing encouragement and resources to empower individuals with schizophrenia to realize their ambitions.
