Letairis™ (ambrisentan), an oral therapy for the treatment of pulmonary arterial hypertension (PAH), was the second brand in its class. The launch campaign focused on the brand as an important new step in the management of PAH, using the headline “Every Step Counts.” The campaign utilized an empowering color palette and imagery that communicated efficacy with a walking patient (an important metric in PAH management is the distance a patient can walk in 6 minutes). An icon system was utilized to quickly communicate key brand benefits.