Which pharmaceutical marketing campaign was the first to directly target patients with depression, helping to destigmatize mental health treatment in the 1990s?

Marketing in the pharmaceutical and medical device industry often requires a delicate balance between promoting products and adhering to strict regulations. Some campaigns have managed to break through these constraints to become truly iconic, changing how healthcare products are marketed to both professionals and patients. This trivia question focuses on a groundbreaking marketing campaign that transformed an entire therapeutic category and patient approach.

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Pfizer's 'Depression Hurts' campaign for Zoloft
Eli Lilly's 'Depression: A Treatable Illness' campaign for Prozac
GlaxoSmithKline's 'Where Does Depression Hurt?' campaign for Paxil
Bristol-Myers Squibb's 'Beyond the Shadow' campaign for Serzone