The Client:


The Reality:

Acne plagues many young people. The problem is no one--especially young people--wants to actually talk about it. And when organizations try they struggle to get past the scientific language and make conversations around acne approachable and understandable.

The Ask:

How can we deliver scientific, authoritative information to young people in a relevant, engaging way?

The Work:

TMI’s first recommendation was to create a separate brand that clearly targeted young people.  We guided ACA in developing the Clear Skin Project to be the distinctly teen-facing portion of its program. TMI then converted ACA’s clinical content into language that resonated with the target audience without compromising its accuracy or authority. We also served as advisers for the youth-focused strategy and to the copywriters for all teen content upon the opening of its treatment facility.