The "Why I Fight" campaign was a bold, impactful approach as a personal declaration in the war to getting better. It positioned the Zyprexa brand as a behind-the-scenes partner in the noble pursuit of advancing the treatment of the disorders. Dramatic portrait photography was combined with expressive custom typography to bring this campaign to life. The typography treatment created an honest feel—as if the viewer is actually listening to a unique voice. The content of the headlines was a bold statement of self, something the person feels inside with absolute conviction.