Puerto Rico lives a combination of especially delicate factors: a quarter of the population is 65 years or older, Electrical blackouts They are chronic, and many elders live alone, after decades of strong emigration. In this context, a seemingly simple action is demonstrating how functional design can save lives.
The objective is to facilitate that patients can locate and read their recipes during night blackheads
In March 2025 Alivia Health, owner of the largest pharmacy chain in the country (Pharmacias Plaza) launched “Glowing relief”a drug label that shines in the dark. The objective is to facilitate that patients can locate and read their recipes during night blackouts, avoiding medication errors or omission of critical doses.
Inspired by the key fact that 90% of the elderly in Puerto Rico take medication daily -Often at early hours or during electricity cuts-, the initiative redefines the daily pharmaceutical experience. The solution has been developed as part of a strategic alliance between De la Cruz Ogilvy Puerto Rico, Ogilvy Health and Latin Ogilvy and was recognized in the last edition of the Cannes Festival with a silver lion for its innovative, social and transformative approach.
“In a region where electrical stability is uncertain, a light label is not just a creative idea: it is a lifeguard”They explain from Ogilvy Latina.
With regard to design, labels are printed with existing machines in pharmacies, without the need to modify processes. The difference is that they are elaborated with A non -toxic varnish that emits light for six hours After charging with ambient light. A margin that exceeds the average duration of electric cuts on the island and, above all, does not require training, installation or change of behavior.
In the first two weeks of the launch, according to the data provided in the Case Study On the part of the brand and agencies, more than 10,000 labels were distributed, driven by the approval of all Medicare Advantage plans (used by 90% of the senior population). The action also generated 200 million impressions in media won in Puerto Rico and the United States, and resulted in a 13.5% increase in recipe billing during March and April compared to the previous year.
In a highly regulated sector and with little creative elasticitythis initiative demonstrates that a small gesture such as a luminous label can generate a change of structural perception, raising conversation about the autonomy of the patient and the shared responsibility between brand, pharmacists, caregivers and family environment.
Beyond the immediate impact, “Glowing Relief” repositions Pharmacies Plaza and Relief Health as actors who take care of the counter, not only by dispensing medications, but accompanying patients in the daily and safe use of their treatment.
More info.: Light that relieves
