You’ve heard of Gen Z, but now Johnson & Johnson wants you to be aware of “Generation Fine” as it looks to boost understanding around depression treatment.
The new global campaign plays on the idea that many people with depression will say they are “fine,” despite struggling with the condition.
J&J is also highlighting a new 850-person survey tied to the campaign that found nearly four in five patients living with major depressive disorder (MDD) “don't believe antidepressants will help them reach remission.”
Working with mental health advocates and Mental Health America, the “Generation Fine” project “highlights the unique challenges and experiences of people living with depression,” J&J said in a May 7 statement, while emphasizing its core message that remission is possible.
MDD, also known as clinical depression, is one of the most common psychiatric disorders and affects more than 22 million adults in the U.S.
J&J said that while oral antidepressants “work for some,” studies show that around two in three people living with MDD “continue to experience residual or ongoing depressive symptoms while on treatment.”
“Unfortunately, this means many patients are left settling for outcomes that are just ‘fine,’” the company said in the release.
The campaign will share personal stories about depression, including those from Kyle Long, an NFL alum and former Chicago Bears offensive lineman.
“I've battled depression at different stages of my life, including during my career in the NFL, and for a long time I felt like I had to 'tough it out' and handle it by myself,” Long said in the release.
“When I stopped trying to fight it alone and started being honest with myself and my support system, including my doctor, everything changed. Speaking up about what you're feeling isn't weakness—it's the strongest play you can make.”
J&J markets Spravato, a nasal spray for treatment-resistant depression (TRD) and MDD with suicidal thoughts, as well as Caplyta, which is FDA-approved for schizophrenia and bipolar depression.
Last year, Caplyta received FDA approval in the U.S. as an adjunctive therapy to antidepressants in adults with MDD. The drug is an atypical antipsychotic with a unique, multifaceted mechanism of action that modulates serotonin, dopamine and glutamate systems.
Spravato, meanwhile, works differently from traditional antidepressants by targeting the glutamate system. The drug can offer rapid symptom relief, often within 24 hours, and can be used alone or with an oral antidepressant.