New Oxbryta Commercial Sure to Broaden Awareness About Sickle Cell Disease

Riester’s ‘My Time’ commercial for GBT’s Oxbryta is the first branded TV ad highlighting a new sickle cell therapy. Sickle cell is a condition that disproportionately impacts the Black community in the U.S. and around the world. This complex, debilitating disease forces patients to constantly overcome associated social stigmas. GBT’s Oxbryta is the first and only treatment that treats sickle cell disease at the source and prevents sickling.

Real experiences of sickle cell patients who saw positive results from Oxbryta entirely guided the ‘My Time’ commercial. Experiences that Riester’s research team heard first-hand from patients, some of whom were cast for this commercial. The 60-second commercial aims to encourage all sickle cell patients to imagine the possibilities that come with the use of the oral therapy Oxbryta, summarized in a simple phrase: “It’s your time to experience less sickling.”