Playbook

HCP Activations

This Playbook presents the strategic narrative of the Foundayo launch event experience and the guidelines for activations designed for healthcare professionals.

This play book is designed for internal use only by the appropriate personnel of Eli Lilly and Company and its affiliates. These are forward-looking/planning documents. It is not the intention of the authors of this document or the Corporation to discuss, strategize, or implement marketing communications which fall beyond the anticipated approved indications for Foundayo. Any promotional activities must be consistent with approved label and carried out in compliance with all company policies and the applicable laws, regulations, and codes. Statements of Brand Character, emotional attributes, and so forth are aspirational in nature and are not intended to be used in product promotion. All promotional materials will be required to be reviewed locally for compliance with applicable laws, codes, and policies

Welcome

Welcome to the Foundayo Playbook — HCP Activations

This Playbook was developed to guide Lilly affiliates in adapting and creating local Foundayo launch events for healthcare professionals (HCPs), always in accordance with each market's approvals and regulations.

The target audience for the events is composed mainly of physicians who work in the areas of obesity, overweight with comorbidities, type 2 diabetes, and conditions related to chronic weight management.

Events may be branded Foundayo, when permitted by local brand-use regulations, maintaining a strategic narrative that is consistent and adaptable to each market's characteristics.

Throughout this material, you will find:

The central narrative of the experience, based on the SEEK, START, and STAY journey.
How this narrative translates into activations for HCPs.
The Medical Stand as a cross-cutting point for addressing medical questions, providing guidance, and presenting the Lilly portfolio institutionally.
Guidelines to ensure consistency of key and scientific messages, relevance and impact, as well as guidance on the role of Lilly and the physician at each stage of the journey.
Visual references and application examples that help illustrate each activation.

The Playbook presents the strategic rationale and general guidelines to orient affiliates. The definition of formats, materials, and other execution aspects should be developed locally, taking into account available resources and applicable approvals.

1.2

About Foundayo

FOUNDAYO

Foundayo is the first and only oral, non-peptide GLP-1 receptor agonist, developed with no food or water restrictions. This means a treatment experience that adapts to everyday life. Patients can achieve measurable results with a simple tablet, taken once daily.

Unlock a new era of cardiometabolic care.

We believe innovative care should be accessible, empowering, and designed for real life. Our brand is built to unlock potential and promote a healthier future. By opening the doors of care to more people, we can reach them in more places and in more meaningful ways.

Everyday Extradorinary

For millions of people, managing excess weight/T2D is a daily challenge. As accessible as it is powerful, Foundayo is the only GLP-1 agonist that delivers meaningful results in a once-daily tablet. It strengthens confidence and conviction in achieving health goals. It unveils the path to lasting change, making vitality a reality and turning every day into something extraordinary.

1.3

Weight management and metabolic health positioning for healthcare professionals (HCPs)

When my patients with overweight, obesity, and other comorbidities such as type 2 diabetes struggle daily to control excess weight through diet and exercise alone, I hesitate to prescribe medication, because I question their commitment.
Even when I want to offer a medication, the process to obtain it is complicated. I don't have a clear path to follow.
With Foundayo, I can offer my patients a simple daily action that reinforces their commitment to a healthier life, which allows me to help them with weight loss, glycemic control, and fulfilling my commitment to improving their overall health.
This reassures my patients, showing them that their everyday actions will bring results.
Because only Foundayo offers simplicity without compromise: significant weight loss with a safe and effective pill, taken once daily, in a widely accepted presentation that is easily integrated into the patient's routine.

Healthcare professional insight

Healthcare professionals experience tension when treating obesity due to concerns about patients' commitment to lifestyle changes. They prefer to delay medication use until they observe significant effort, taking into account the complexities related to commitment, cost, and coverage in treatment decisions.

Functional benefit for healthcare professionals

Foundayo allows healthcare professionals to trust their patients' adherence to treatment, helping them achieve their goal of sustainable weight loss and glycemic control. This trust reinforces healthcare professionals' sense of professional accomplishment, knowing they have effectively fulfilled their commitment to improving their patients' overall health.

Emotional benefit for healthcare professionals

Healthcare professionals are always seeking to integrate leading-edge treatments to improve their patients' lives. Watching patients progress with new and different treatments can be deeply rewarding for physicians, reinforcing their sense of purpose and professional satisfaction.

Reason to believe

For patients with obesity or overweight associated with a comorbidity, such as type 2 diabetes, Foundayo provides significant weight loss and other health benefits, in a simple, familiar presentation that is easily integrated into the patient's routine.

2.1

The purpose of activations for HCPs

More than presenting a new treatment option, the purpose of the Foundayo event experience is to strengthen Lilly as a partner to HCPs on the obesity and cardiometabolic health care journey.

Throughout its 150-year history, Lilly has sought to support healthcare professionals with information, treatment solutions, and support resources that contribute to a clearer, safer, and better-supported journey — from recognition and diagnosis through treatment initiation and continuity.

In this context, Foundayo is presented as part of a broader portfolio of Lilly solutions, while the Medical Stand serves as an institutional point of guidance, connection, and direction for questions, information, and the appropriate channels.

2.2

Key messages

Obesity and type 2 diabetes are progressive, multifactorial diseases, and each patient has their own needs and context. That's why treatment choice must be individualized, taking into account clinical factors, routine, preferences, and ability to adhere.

The physician plays a central role in this decision, and Lilly supports them with a portfolio of solutions and support throughout the cardiometabolic care journey.

Obesity and type 2 diabetes require recognition, evaluation, and follow-up. However, doubts about patient commitment, along with emotional insecurity, stigma, and lack of information, can delay the search for care and the treatment decision.

The urgency of care goes beyond the number on the scale. Recognizing each patient's needs and anticipating an appropriate care journey can make all the difference.

Foundayo offers patients meaningful results in both weight management and type 2 diabetes control, in a once-daily oral tablet, with no food or water restrictions.

The once-daily single-dose tablet is considered a simple format, being a familiar format that is easily integrated into the patient's routine.

The physician plays a central role in this decision, and Lilly supports them with a portfolio of solutions and support throughout the cardiometabolic care journey.

The urgency of care goes beyond the number on the scale. Recognizing each patient's needs and anticipating an appropriate care journey can make all the difference.

Foundayo offers patients meaningful results in both weight management and type 2 diabetes control, in a once-daily oral tablet, with no food or water restrictions.

The once-daily single-dose tablet is considered a simple format, being a familiar format that is easily integrated into the patient's routine.

With Lilly as a partner, I feel more confident making treatment decisions suited to each patient's needs and life context.

The sooner I start a welcoming conversation about my patient's health and guide them toward care that fits their reality, the greater the opportunity to support them throughout the journey.

In Foundayo, I found a simple, oral treatment option that can support patients with excess weight and/or type 2 diabetes in starting and continuing treatment.

With Lilly as a partner, I feel more confident making treatment decisions suited to each patient's needs and life context.

The sooner I start a welcoming conversation about my patient's health and guide them toward care that fits their reality, the greater the opportunity to support them throughout the journey.

In Foundayo, I found a simple, oral treatment option that can support patients with excess weight and/or type 2 diabetes in starting and continuing treatment.

2.3

The SEEK, START, STAY journey

To create the activations for HCPs, the strategic direction follows the SEEK, START, and STAY journey, considering:

the patient does not yet recognize obesity and type 2 diabetes as progressive diseases, and delays seeking information and professional evaluation.

treatment initiation, with appropriate guidance and support.

treatment continuity, with follow-up and support.

SEEK

START

STAY

SEEK

the patient does not yet recognize obesity and type 2 diabetes as progressive diseases, and delays seeking information and professional evaluation.

START

treatment initiation, with appropriate guidance and support.

STAY

treatment continuity, with follow-up and support.

2.4

The weight of waiting: the progression of time vs. the progression of disease

The SEEK, START, and STAY journey will be translated into activations through the creative concept "The Weight of Waiting."

The idea reinforces that the impact of progressive disease lies not only in the number on the scale, but mainly in the time lost when the start of care is delayed.

Throughout the journey, the concept highlights the importance of reducing barriers, supporting individualized decisions, and strengthening medical follow-up, taking into account the risks of progression and the development of comorbidities, such as type 2 diabetes.

The concept connects the three stages of the journey by showing that time is the factor that weighs most heavily in cardiometabolic care. The activation circuit is designed to guide the HCP in recognizing their role at each moment of the journey and acting earlier, with more empathy and individualization — welcoming in SEEK, guiding in START, and following up in STAY.

SEEKSTARTSTAY

A Lilly Medicine

Unlock a new era of cardiometabolic care.

The Weight of Waiting: progression of time vs. progression of disease

HCP's Role

Welcome

Guide

Follow up

Patient frictions

The Weight of Frustration
The Weight of Influence

The Weight of Embarrassment (triggers for getting started)

The Weight of Diagnosis

The Weight of Doubt

Lilly's Role

Awareness campaigns

The science behind Foundayo: simplicity + efficiency (molecule)
Pharmacy access

Medical (comprehensive solutions portfolio + ongoing patient support program)
Clinical benefit (Foundayo: the solution that fits my day)

SEEK

HCP's Role

Welcome

Patient frictions

The Weight of Frustration
The Weight of Influence
The Weight of Embarrassment (triggers for getting started)

Lilly's Role

Awareness campaigns

START

HCP's Role

Guide

Patient frictions

The Weight of Diagnosis

Lilly's Role

The science behind Foundayo: simplicity + efficiency (molecule)
Pharmacy access

STAY

HCP's Role

Follow up

Patient frictions

The Weight of Doubt

Lilly's Role

Medical (comprehensive solutions portfolio + ongoing patient support program)
Clinical benefit (Foundayo: the solution that fits my day)

On the following pages, you will find the recommended structure for each format, taking into account the number of participants and adapting the experience and set-design elements to the scale of the event.

For each stage of the journey — SEEK, START, and STAY — activations are classified as:

Mandatory: must be included to ensure the journey narrative and key messages are applied.
Optional: may be included according to event size, available space, budget, and each market's needs.

The key messages remain the same across all formats. What may vary is the number of stations or activation points, allowing a larger number of participants to be accommodated without changing the experience's strategic content.

3.2

Entrance — The Weight of Waiting

The entrance to the Activation Circuit should introduce the concept "The Weight of Waiting" and prepare HCPs for the journey of the experience.

Objective

Generate empathy so the physician can put themselves in the patient's shoes and understand that their journey is complex, and that many barriers cause them to delay seeking treatment. Awaken a sense of urgency so the physician becomes aware of the importance of early diagnosis.

Scenography recommendations

Use Foundayo's colors and visual identity, without revealing the brand at this first moment.
Apply the hourglass icon, which symbolizes the concept "The Weight of Waiting."
Create an informational totem with a short text introducing the concept of the experience.
Use as a call to action the message: "How much does waiting weigh in the treatment of progressive diseases?"

Format

The entrance may be built as a tunnel or archway, depending on the event size — S, M, or L — as shown in the illustrations on the following pages.

Small Event100 to 300 participants

Welcome to theTHE WEIGHT OF WAITING

For 150 years, Lilly has partnered with physicians to advance cardiometabolic health. Today, we invite you to experience something different. Not a lecture. Not a data set. A journey. Because the greatest risk in cardiometabolic care is not always the disease itself. It's the time that passes before care begins.

Foundayo (orforglipron)

SEEK

Recognition and seeking care

Patient context

Clinical

Overweight or early-stage obesity.
May present early signs or metabolic risks, including T2D.
Still without diagnosis or follow-up.

Emotional

A feeling of "not belonging" in the world.
Frustration with appearance and aesthetics.
Failed attempts at lifestyle change.
Influence of family, friends, and social media (noise and misinformation).

Key frictions

Not recognizing obesity and T2D as chronic, progressive conditions.
Doubts about the need to seek professional help.
Lack of reliable information about diagnosis and care.
Fear of judgment, frustration, or embarrassment.

Physician's role

Welcome questions and concerns without judgment.
Evaluate each patient individually.
Conduct or guide the search for diagnosis.
Discuss treatment and follow-up options appropriate to the patient's context.

Lilly's role

Expand knowledge about obesity and T2D as chronic, progressive conditions.
Raise awareness about the importance of diagnosis and appropriate care.
Encourage more informed conversations between patients and physicians.
Provide approved information and direct the public to reliable sources of care.

Represented friction: Frustration and a feeling of not belonging.
Objective: Represent the emotional impact of everyday situations related to weight and encourage a more empathetic outlook from the HCP during consultations.
Description/Format: The activation recreates a store fitting room, with hangers and a mirror. By experiencing the situation of clothing that doesn't fit, the participant is invited to reflect on the frustration and the feeling of "not fitting into the world" that a patient may experience. The experience also shows how this difficulty can be interpreted by the patient as a lack of willpower, focus, or discipline, leading them to delay seeking professional evaluation and follow-up. Phrases representing their thoughts and emotions are revealed on the mirror and the hangers.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social dimensions related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is mandatory at events of all sizes — S, M, or L. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

Represented friction: Frustration and a feeling of not belonging.
Objective: Represent the cycle of lifestyle-change attempts, such as fad diets and physical activity without proper guidance or supervision. Without a structured plan, the patient may experience recurring frustration and results that are difficult to sustain over time.
Description/Format: An analog wheel displays different fad diets and "miracle" solutions, symbolizing choices in which the patient places their hopes for success, but which may not hold up in the long run.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social dimensions related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional at M or L-sized events. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.
Note: Note from the original material: the attempts listed may be part of the history of many patients and should not be interpreted as a lack of commitment. When not individualized or properly supervised, they can increase frustration and delay the search for evaluation and professional care.

Represented friction: Frustration, insecurity, and a feeling of not belonging.
Objective: Represent how stigma and body perception can affect a patient's self-esteem. Everyday situations, such as posing for a photo or sharing moments on social media, can become sources of insecurity, leading the patient to avoid being photographed and to feel constantly under the gaze and judgment of others.
Description/Format: A scenographic space inspired by a photo studio deconstructs the traditional concept of a photo opportunity, creating a "PHOTO NON-OPPORTUNITY." The HCP is invited to take a photo at a photo totem, which prints an instant Polaroid-style photograph. The image is framed with a visual representation of being "in the crosshairs" and the message: "Many patients feel like they're in the crosshairs of other people's comments, and end up avoiding photos that don't make them feel good." The experience shows how the weight of others' gaze can lead patients to withdraw from important moments in life.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social impacts related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional at L-sized events. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

Social Media Noise

No More Excuses

Today's the day. No more excuses. If you really want it, you'll make it happen.

Image created by Artificial Intelligence. Illustrative content.

What this post doesn't show: Obesity is a chronic disease. Reducing it to 'willpower' only reinforces guilt and delays appropriate care.

New Life in 30 Days

Did this for 30 days. It worked for me — it'll work for you.

Image created by Artificial Intelligence. Illustrative content.

What this post doesn't show: Personal stories are not medical guidance. What works depends on individual needs, clinical assessment and realistic approaches.

Keto Diet

Keto diet changed my life. It's the only thing that really works.

Image created by Artificial Intelligence. Illustrative content.

What this post doesn't show: Popular diets often oversimplify complex realities. Long-term success depends on personalized care and what is sustainable in everyday life.

Represented friction: Influence from family, friends, and social media, along with misinformation.
Objective: Represent how an overload of information, outside opinions, and comparisons with unrealistic standards can generate misinformation, insecurity, and frustration in patients. This context can lead them to question treatment, doubt their own ability to achieve results, and consider giving up on care.
Description/Format: An installation that simulates social media posts, displaying idealized bodies and hard-to-achieve routines. As they explore the space, participants find openings and hidden layers that reveal what's behind these narratives, deconstructing unrealistic standards and bringing the medical perspective on how media noise influences patients' perceptions and expectations.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social impacts related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional at M or L-sized events. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

Journey stage: SEEK — emotional triggers
Represented friction: Embarrassing situations that can move the patient out of inertia, prompting them to seek professional help and move on to the START stage.
Objective: Represent a patient at a more advanced stage of obesity, showing how disease progression can impact everyday activities, freedom of movement, and plans such as travel. By portraying the embarrassment of being unable to fasten a seatbelt, the activation highlights the importance of recognition, professional evaluation, and early initiation of individualized care, before the condition progresses and causes further impacts on health and quality of life.
Description/Format: An airplane seat with a seatbelt that won't fully fasten, accompanied by messages that highlight the feeling of limitation and the emotional impact of feeling unable to reach new destinations.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social impacts related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is mandatory at events of all sizes. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

Journey stage: SEEK — emotional triggers
Represented friction: Embarrassing situations that can lead the patient to seek professional help and move on to the START stage.
Objective: Represent a patient at a more advanced stage of obesity, showing how disease progression can impact everyday activities and leisure moments, such as a visit to an amusement park. By portraying the difficulty of closing the safety restraint, the activation highlights the feeling of limitation and reinforces the importance of recognition, professional evaluation, and the timely initiation of individualized care, before the condition progresses and causes further impacts on health and quality of life.
Description/Format: A roller-coaster seat with a safety restraint, whose difficulty closing is highlighted by a message symbolizing the feeling of not fitting or not belonging in that space.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social impacts related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional for M and L-sized events. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

Journey stage: SEEK — emotional triggers
Represented friction: Embarrassing situations that can lead the patient to seek professional help and move on to the START stage.
Objective: Address how obesity can impact intimacy and the patient's self-perception, triggering feelings of insecurity, judgment, and frustration related to sexual life and fertility. Even in intimate moments, embarrassment can be present and intensified by personal expectations and the perceptions of those close to the patient.
Description/Format: A bed-shaped installation, with subtle, reflective messages that reveal how judgment and embarrassment can also be present in intimacy, affecting relationships and connection with others.
Doctor's role: Adopt an empathetic, welcoming, and respectful approach, recognizing the possible emotional, social, and relational impacts associated with obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional for L-sized events. Its dimensions and configuration should be adapted to the available space, while preserving the core message and experience.

IT'S NOT A LACK OF WILLPOWER.

IT'S NOT AN EXCUSE.

THE BODY RESISTS WEIGHT LOSS.

OBESITY IS A PROGRESSIVE DISEASE. IT'S YOUR ROLE TO RAISE YOUR PATIENT'S AWARENESS.

Journey stage: SEEK — Lilly's role
Objective: Demonstrate Lilly's predominantly institutional and educational role through:
Awareness campaigns on obesity and type 2 diabetes;
Information about the chronic nature of these conditions;
Content that helps reduce stigma;
Clarification of general questions;
Guidance toward reliable sources of information and care;
Promotion of information and support channels, when available;
Encouragement of conversation between patients and physicians.
Description/Format: An installation or informational space dedicated to presenting Lilly's institutional awareness campaigns. In this Playbook, the activation is exemplified by the campaign "The Body Resists." The content, format, and installation elements should be adapted according to the awareness campaign in effect in each period and market.
Doctor's role: Adopt an empathetic, welcoming approach, recognizing the emotional and social impacts related to obesity and fostering a judgment-free conversation during consultations.
Adaptation needs: This activation is optional for M and L-sized events. Its dimensions, configuration, and content should be adapted to the available space, the campaign in effect, and local guidelines, while preserving the institutional and educational purpose of the experience.

START

Treatment initiation

Patient context

Clinical

After recognizing the condition and the shared treatment decision made with the physician, the patient begins treatment, and may present metabolic signs or a type 2 diabetes diagnosis.

Emotional

At this point, the patient may feel overwhelmed by information and insecure due to a lack of structured support.

Key frictions

Difficulty accessing treatment.
Difficulty adapting the solution to their routine (dosing, administration, needle fear, difficulty with transport and storage, difficulty fasting from food and water, among other barriers).
Lack of awareness about support channels and programs.
Uncertainty about discounts and access conditions.

Physician's role

Guide the treatment choice and initiation.
Explain approved usage information and clarify clinical questions.
Point to appropriate support channels.
Follow up on the patient's first steps and progress.

Lilly's role

Provide approved information about treatment access and use.
Offer, when available and locally approved, support, discount, or assistance programs.
Provide guidance on administration, dosing, and storage.
Support treatment initiation with educational materials and official channels.

Journey stage: START — treatment initiation
Objective: Represent the moment of an obesity diagnosis, especially in the presence of comorbidities such as type 2 diabetes. The experience invites the physician to reflect on the possible impacts of delaying care on cardiometabolic health, and reinforces that the weight of waiting can be greater than what the scale shows. It thus highlights the importance of recognition, evaluation, and early diagnosis for individualized care.
Description/Format: A scenographic scale replaces the traditional measurement in kilograms with a needle that advances based on time. As the needle moves, an animation shows possible cardiometabolic impacts associated with delayed care, including comorbidities such as type 2 diabetes. Through a touchscreen, the physician can access specific content about the signs shown.
Doctor's role: Guide the treatment choice and initiation;
Explain approved usage information and clarify clinical questions;
Point to appropriate support channels;
Follow up on the patient's first steps and progress.
Adaptation needs: This activation is mandatory at events of all sizes. Its dimensions, configuration, and content should be adapted to the available space and to each market's medical, legal, and regulatory guidelines, while preserving the experience's educational purpose and core message.

Journey stage: START — treatment initiation
Objective: Show that type 2 diabetes can progress silently, with no clear symptoms at first. Because of this, the diagnosis can surprise the patient, who often doesn't perceive themselves as ill. The experience reinforces the importance of investigating risk factors and not waiting for symptoms to appear before seeking evaluation and starting care.
Description/Format: A transparent glass panel is covered with a translucent film that simulates a fogged surface. The effect represents blurred vision — a possible sign of hyperglycemia — and symbolizes the difficulty of noticing a condition that can progress silently. By interacting with the panel, the HCP discovers information on the back and is invited to reflect on the importance of early diagnosis. Central message: Type 2 diabetes can progress silently. You don't need to wait for symptoms to appear to investigate.
Doctor's role: Recognize that type 2 diabetes may not present clear symptoms at first;
Assess risk factors and order tests when appropriate;
Explain that symptoms are not exclusive to diabetes and do not replace clinical evaluation;
Address questions and the emotional impact of the diagnosis;
Guide the initiation of treatment and appropriate follow-up.
Adaptation needs: This activation is mandatory at events of all sizes. Its dimensions, configuration, content, and epidemiological data should be adapted to the available space and to each market's medical, legal, and regulatory guidelines.
Attention point: Statistical data must be selected and validated according to the market, the source, and local approvals.

Journey stage: START — treatment initiation
Objective: Show the HCP the extraordinary science behind a simple tablet. While for the patient Foundayo is just a tablet, its development involves complex science, innovative technology, and years of research to turn a molecule into a new possibility for care. Foundayo is presented as the first and only oral, non-peptide GLP-1 receptor agonist, developed for use with no food or water restrictions.
Description/Format: An immersive booth invites the physician to literally step inside the tablet and travel through a journey inside the patient's body. As they move through the booth, the HCP experiences, sensorially through VR goggles, the molecule's action and its interaction with the body, while learning about the scientific and technological elements involved in developing this innovation.
Doctor's role: Guide the treatment choice and initiation;
Explain approved usage information and clarify clinical questions;
Point to appropriate support channels;
Follow up on the patient's first steps and progress.
Adaptation needs: This activation is mandatory at events of all sizes. Its dimensions, configuration, and content should be adapted to the available space and to each market's medical, legal, and regulatory guidelines, while preserving the experience's educational purpose and core message.

Journey stage

START — treatment initiation

Objective

Show the HCP Lilly's initiatives that can support the patient at treatment initiation, offering information and guidance for a clearer, safer, and better-supported journey.

Description/Format

The activation represents the pharmacy as a point of contact at treatment initiation, and may present, when applicable and locally approved:

Where to find the solution;
Access information;
Commercial campaigns;
Available discounts and conditions;
Support channels;
Approved guidance for first-time use.

The content should reflect the reality of each market, without assuming that all affiliates offer the same programs, benefits, or commercial conditions.

Doctor's role

Guide the treatment choice and initiation;
Explain approved usage information and clarify clinical questions;
Point to appropriate support channels;
Follow up on the patient's first steps and progress.

Adaptation needs

This activation is mandatory at events of all sizes. Its dimensions, configuration, and content should be adapted to the available space and to each market's medical, legal, and regulatory guidelines, while preserving the experience's educational purpose and core message.

STAY

Treatment continuity and maintenance

Patient context

Throughout the journey, the patient may face the progression of the condition, the onset of complications, and impacts on their physical and emotional health. For this reason, they may need ongoing support, both clinical and non-clinical.

Key frictions

Forgetfulness or difficulty adapting to treatment.
Questions about continuity, administration, or adverse events.
Lack of structured follow-up and support.
Difficulty maintaining long-term habits and care.

Physician's role

Monitor the patient's progress.
Clarify questions and assess difficulties or adverse events.
Guide treatment continuity.
Discuss adjustments individually, when necessary.

Lilly's role

Depending on each market's resources and approvals, Lilly may offer:

Patient support programs.
Approved information on administration and adverse events.
Content supporting care maintenance and healthy habits.
Permitted communication channels with patients.

Journey stage: STAY — treatment continuity
Objective: Represent the barriers that can arise after a physician's recommendation. Beyond questions about the treatment itself, the patient may wonder whether it fits their routine, considering factors such as administration, storage, transport, travel, cost, work, and the need to fast.
Description/Format: A calendar-shaped scenographic panel represents the patient's routine, full of commitments, with objects and reminders related to work, family, travel, and personal activities. Beside it, a box displays the message "Does this solution fit my day?" Inside, plaques reveal barriers perceived by the patient, such as: "I'm afraid of needles," "It's hard to bring on trips," and "I can't fast." The installation brings to life a central reflection: for the patient, treatment also needs to fit into real life.
Doctor's role: Investigate and clarify the patient's questions and difficulties;
Explain approved information about the treatment;
Offer guidance and point to appropriate support channels;
Monitor continuity of care, without assuming adherence;
Discuss any change or discontinuation of treatment;
Support the development of a sustainable care routine.
Adaptation needs: This activation is mandatory at events of all sizes. Its dimensions, configuration, and content should be adapted to the available space and to each market's medical, legal, and regulatory guidelines, while preserving the experience's educational purpose and core message.

Journey stage

STAY — treatment continuity

Objective

In a second phase of the experience, following the plenary content interval, the activation represents a shift in perspective: what once seemed difficult to fit into the routine is now presented as a simpler possibility, integrated into everyday life.

The box with the patient's perceived barriers is replaced by a box containing mock-ups of the Foundayo tablet. On the calendar panel, a circular slot awaits the new piece. The physician is invited to fit the tablet into place, visualizing its daily presence in the patient's routine. Interaction prompt: "One tablet a day. A solution that fits into the routine."

Description/Format

The calendar-shaped panel remains the central element. In this second moment, fitting the tablet into place visually reinforces daily administration and its possible integration into the routine in a simple, familiar way.

Journey stage

Conclusion of the journey — SEEK, START, and STAY

Objective

Conclude the journey by presenting Foundayo as an innovation that combines the simplicity of an oral tablet with the science and technology developed for cardiometabolic care.

The experience reinforces that delaying care can increase the risks associated with disease progression, and invites the HCP to move toward a new treatment possibility, one that is more integrated into the patient's routine.

Description/Format

An LED panel divides the plenary foyer. At first, the space uses Foundayo's visual elements, but without revealing the brand.

On the screen, an hourglass represents the passage of time as HCPs move through the activations of the circuit. The sand slowly trickles down, and an animation shows possible impacts of disease progression and its comorbidities. The message appears: "The weight of waiting increases the risks."

When the sand in the hourglass runs out, the message changes to: "The weight of waiting is over."

Then, the LED panel opens like a door, revealing access to the plenary. At this moment, the Foundayo brand is presented, together with the messages: "You found the way." "Unlock a new era of cardiometabolic care."

The transition closes the circuit and leads physicians into the plenary, where a new stage of the experience begins.

Journey stage: Spans the entire journey — SEEK, START, and STAY
Objective: Position Lilly as the HCP's partner throughout the entire care journey, going beyond simply providing treatment solutions.
Education on obesity and type 2 diabetes;
Access to care, discounts, and prescription renewal;
Patient support and follow-up;
Scientific materials and content;
Nutrition and mental health;
Combating misinformation.
Description/Format: Lilly institutional stand, composed of:
Physical and digital totems for presenting institutional content and campaigns;
Lounge with booths for meetings and conversations among physicians;
Reception and information desk;
Display case for showcasing portfolio treatment solutions;
Interactive totem for physician registration in scientific or patient support programs, when available and locally approved.
The Medical Stand should:: Receive questions related to the condition and treatment;
Identify whether the question is informational, medical, or regulatory;
Direct specific questions to qualified professionals or official channels;
Set boundaries for questions that require individualized medical evaluation;
Properly route questions related to off-label use;
Clearly separate institutional information from clinical recommendations;
Guide participants toward official sources of information and support.
Adaptation needs: The configuration, content, and channels presented should be adapted to each market's medical, legal, and regulatory guidelines.

Activation circuit plan for the S event format.

Activation circuit plan for the M event format.

Activation circuit plan for the L event format.

LILLY - FOUNDAYO PLAYBOOKSTRUCTURE · S
Item	Name	Description	Dimensions (W x L x H)	Quantity
INSTITUTIONAL
1	INSTITUTIONAL BOOTH
1.1	"L"-SHAPED BACK WALL	Wood panel clad with printed vinyl on the front, measuring 12m x 6m x 3m	12m x 6m x 3m	1
1.2	TV	55" TV	1.22m x 0.60m	1
1.3	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 12m x 6m	12m x 6m	1
1.4	COUNTER	Wood structure with printed vinyl (Pantone red), measuring 3.00m x 0.50m and 1.00m high.	3.00m x 0.5m x 1.00m	1
1.5	INTERACTIVE TOTEM	Totem with interactive screen, finished with printed vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.6	INFORMATION TOTEM	Totem finished with printed vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.7	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for a printed MDF sheet + acrylic sheet with painted XPS forming the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
1.8	MEETING ROOMS	Enclosed glass room structured with metal frames, measuring 3.00m x 3.00m x 3.00m. Each glass panel measures 3.00m x 1.00m. PS logos applied to the back wall, measuring 0.75m x 0.40m.	3.00m x 3.00m x 3.00m	2
2	INSTITUTIONAL PHOTO OPPORTUNITY
2.1	BASE	Cylindrical wood base finished with printed vinyl, with Neon Flex applied to the top, measuring 1.60m (Diameter) x 0.20m (H)	1.60m (Diameter) x 0.20m (H)	1
2.2	PILLARS	Wood pillars finished with printed vinyl, with LED strip applied to the front face, measuring 0.40m x 2.00m (H)	0.40m x 2.00m (H)	1
2.3	TOP	Cylinder made of wood finished with printed vinyl, with backlighting on the lower face, measuring 1.60m (Diameter) x 0.30m (H)	1.60m (Diameter) x 0.30m (H)	1
2.4	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 2m x 2m	2m x 2m	1
ENTRANCE
3	ENTRANCE PORTAL
3.1	CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl with an inner radius of 2.00m and outer radius of 2.50. LED strips applied to the smaller-radius surface.	2.50m (Larger radius)	1
3	INFORMATION TOTEM
3.3	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
SEEK
4
4.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
4.2	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 2.80m x 1.60m.	2.80m x 1.60m	1
4.3	MIRROR	Mirror with halo lighting, finished with printed vinyl, measuring 1.60m in diameter.	1.60m	1
4.4	HANGER SUPPORT	Hanger support installed beneath the cutout.	//	2
4.5	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
5	AIRPLANE SEAT ACTIVATION
5.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m. Circular cutouts on the front face, masking an LED panel installed behind the panel.	4.00m x 2.50m	1
5.2	AIRPLANE SEAT	Custom airplane seat	//	4
5.3	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.00m x 2.20m.	1.00m x 2.20m	1
5.4	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
6	LILLY CAMPAIGN ACTIVATION
6.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 5.00m x 3.00m.	5.00m x 3.00m	1
6.2	STRUCTURE	White-painted metalwork structure with strips of printed vinyl, measuring 3.00m x 3.00m x 3.00m	3.00m x 3.00m	1
6.3	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
START
7	SCALE ACTIVATION
7.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
7.2	SCALE	Floor structure made of wood and finished with printed vinyl, measuring 1.00m x 0.80m x 0.10m.	1.00m x 0.80m x 0.10m	1
7.3	INTERACTIVE SCREEN	60" screen	1.30m x 0.60m	1
7.4	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.00m x 2.70m.	1.00m x 2.70m	1
7.5	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
8	VR ACTIVATION
8.1	BACKDROP - BACK WALL	Circular wood panel clad with printed vinyl on the front, measuring 4.40m x 2.50m. Additional wood panel clad with printed vinyl, measuring 1.70m x 1.80m.	6.10m x 2.50m	1
8.2	VR CONTENT TV	75" TV	1.70m x 0.97m	1
8.3	COUNTER	Counter finished with printed vinyl, measuring 0.50m x 0.50m x 1.00m	0.50m x 0.50m x 1.00m	1
8.4	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for a printed MDF sheet + acrylic sheet with painted XPS forming the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
8.5	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
9	PHARMACY ACTIVATION
9.1	COUNTER	Wood counter finished with printed vinyl, measuring 4.00m x 0.60m x 0.95m. Top cut out to accommodate display glass	4.00m x 0.60m x 0.95m	1
9.2	DISPLAY	Product display measuring 0.45m x 0.25m.	0.45m x 0.25m	2
9.3	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 3.00m.	4.00m x 3.00m	1
STAY
10	FITS INTO MY DAY ACTIVATION
10.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
10.2	CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 2.50m x 1.50m.	2.50m x 1.50m	1
10.3	ITEM CRATE	Wood crate finished with printed vinyl, measuring 0.80m x 0.60m x 0.60m, with an MDF cutout fixed to the back, clad with printed vinyl, measuring 0.80m x 2.30m	0.80m x 2.30m	2
10.4	ITEM PANELS	MDF sheet finished with printed vinyl, measuring 0.75m x 1.00m.	0.75m x 1.00m	3
10.5	OBJECT APPLIQUES	Printed vinyl-finished XPS cutouts	(various)	7
TRANSITION
11	PANEL
11.1	BACK PANEL	Wood truss panel clad with printed vinyl on the front, measuring 9m x 4m (H).	9m x 4m (H)	1

LILLY - FOUNDAYO PLAYBOOKSTRUCTURE · M
Item	Name	Description	Dimensions (W x L x H)	Quantity
INSTITUTIONAL
1	INSTITUTIONAL BOOTH
1.1	"L"-SHAPED BACK WALL	Wood panel clad with printed vinyl on the front, measuring 12m x 9m x 3m	12m x 9m x 3m	1
1.2	TV	55" TV	1.22m x 0.60m	1
1.3	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 12m x 9m	12m x 9m	1
1.4	COUNTER	Wood structure with printed vinyl (Pantone red), measuring 3.00m x 0.50m and 1.00m high.	3.00m x 0.5m x 1.00m	1
1.5	INTERACTIVE TOTEM	Totem with interactive screen, finished with printed vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.6	INFORMATION TOTEM	Totem finished with printed vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.7	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for a printed MDF sheet + acrylic sheet with painted XPS forming the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
1.8	MEETING ROOMS	Enclosed glass room structured with metal frames, measuring 3.00m x 3.00m x 3.00m. Each glass panel measures 3.00m x 1.00m. PS logos applied to the back wall, measuring 0.75m x 0.40m.	3.00m x 3.00m x 3.00m	3
2	INSTITUTIONAL PHOTO OPPORTUNITY
2.1	BASE	Cylindrical wood base finished with printed vinyl, with Neon Flex applied to the top, measuring 1.60m (Diameter) x 0.20m (H)	1.60m (Diameter) x 0.20m (H)	1
2.2	PILLARS	Wood pillars finished with printed vinyl, with LED strip applied to the front face, measuring 0.40m x 2.00m (H)	0.40m x 2.00m (H)	1
2.3	TOP	Cylinder made of wood finished with printed vinyl, with backlighting on the lower face, measuring 1.60m (Diameter) x 0.30m (H)	1.60m (Diameter) x 0.30m (H)	1
2.4	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 2m x 2m	2m x 2m	1
ENTRANCE
3	ENTRANCE PORTAL
3.1	LARGE FRONT CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl with an inner radius of 2.00m and outer radius of 2.50. LED strips applied to the smaller-radius surface. White-painted metalwork complement.	2.50m (Larger radius)	1
3.2	SMALL FRONT CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl, with an inner radius of 2.00m and outer radius of 2.50m. LED strips applied to the smaller-radius surface.	2.50m (Larger radius)	1
3.3	MEDIUM CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl, with an inner radius of 2.00m and outer radius of 2.50m. LED strips applied to the smaller-radius surface.	2.50m (Larger radius)	1
3.4	BACK CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl, with an inner radius of 2.00m and outer radius of 2.50m. LED strips applied to the smaller-radius surface.	2.50m (Larger radius)	1
3	INFORMATION TOTEM
3.6	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
SEEK
4
4.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
4.2	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 2.80m x 1.60m.	2.80m x 1.60m	1
4.3	MIRROR	Mirror with halo lighting, finished with printed vinyl, measuring 1.60m in diameter.	1.60m	1
4.4	HANGER SUPPORT	Hanger support installed beneath the cutout.	//	2
4.5	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
5
5.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
5.2	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.80m x 1.40m.	1.80m x 0.70m	2
5.3	ROULETTE	Rotating wheel finished with printed vinyl, measuring 1.60m in diameter, with a white MDF arrow at the top.	1.60m (diameter)	1
5.4	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and an outer radius of 1.80m. White-painted cylindrical metalwork complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface, with white MDF backing.	3.00m x 1.30m	1
6
6.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
6.2	POST BOXES	Wood structure clad with printed vinyl measuring 0.75m x 0.10m x 1.45m. It has a circular cutout on the front face, allowing the backing to be seen, which will also be finished with printed vinyl.	1.20m x 0.40m x 2.20m	3
6.3	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.90m x 0.80m.	1.90m x 0.80m	2
6.4	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
8	AIRPLANE SEAT ACTIVATION
7.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m. Circular cutouts on the front face, masking an LED panel installed behind the panel.	4.00m x 2.50m	1
7.2	AIRPLANE SEAT	Custom airplane seat	//	4
7.3	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.00m x 2.20m.	1.00m x 2.20m	1
7.4	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
8	AMUSEMENT PARK ACTIVATION
8.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
8.2	SEAT BASE	Wood structure finished with printed vinyl, with rounded front corners, measuring 3.00m x 0.50m x 0.65m. Front step measuring 2.50m x 0.30m x 0.20m.	3.00m x 0.50m x 0.65m	1
8.3	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 3.60m x 1.60m.	3.60m x 1.60m	1
8.4	AMUSEMENT PARK SEAT	Custom amusement park seat.	//	4
8.5	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
9	LILLY CAMPAIGN ACTIVATION
9.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 5.00m x 3.00m.	5.00m x 3.00m	1
9.2	STRUCTURE	White-painted metalwork structure with printed vinyl strips, measuring 3.00m x 3.00m x 3.00m	3.00m x 3.00m	1
9.3	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
START
10	SCALE ACTIVATION
10.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
10.2	SCALE	Floor structure made of wood and finished with printed vinyl, measuring 1.00m x 0.80m x 0.10m.	1.00m x 0.80m x 0.10m	1
10.3	INTERACTIVE SCREEN	60" screen	1.30m x 0.60m	1
10.4	OBLONG CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 1.00m x 2.70m.	1.00m x 2.70m	1
10.5	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
11	DIABETES ACTIVATION
11.1	BACKDROP - FRONT	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m. Circular cutouts in the panel accommodate frames with frosted adhesive film on glass, fixed with pivoting fittings. Each frame measures 0.8m in diameter.	4.00m x 2.50m	1
11.2	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
11.3	HEADER	Wood structure finished with printed vinyl, with an inner radius of 1.50m and outer radius of 1.80m. White-painted metalwork cylindrical complement. LED strip applied underneath the wood structure and the metalwork complement. Printed twin-wall polycarbonate surface with a white MDF backing.	3.00m x 1.30m	1
12	VR ACTIVATION
12.1	GEODESIC DOME	Dome with a metalwork structure covered with printed vinyl, measuring 5.00m of diameter.	6.00m (diameter)	1
12.2	TUBULAR LIGHTS	Lamps fixed to the dome struts	1.20m	5
12.3	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 5m x 5m	5m x 5m	1
12.5	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for a printed MDF sheet + acrylic sheet with painted XPS forming the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
12.6	TOTEM	Wood base finished with printed vinyl, measuring 0.40 x 0.40m and 0.40m high. Wood body finished with printed vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
13	PHARMACY ACTIVATION
13.1	COUNTER	Wood counter finished with printed vinyl, measuring 4.00m x 0.60m x 0.95m. Top cut out to accommodate display glass	4.00m x 0.60m x 0.95m	1
13.2	DISPLAY	Product display measuring 0.45m x 0.25m.	0.45m x 0.25m	2
13.3	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 3.00m.	4.00m x 3.00m	1
STAY
14	FITS INTO MY DAY ACTIVATION
14.1	BACKDROP - BACK WALL	Wood panel clad with printed vinyl on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
14.2	CUTOUT APPLIQUE	Applique made of router-cut MDF, clad with printed vinyl, measuring 2.50m x 1.50m.	2.50m x 1.50m	1
14.3	ITEM CRATE	Wood crate finished with printed vinyl, measuring 0.80m x 0.60m x 0.60m, with an MDF cutout fixed to the back, clad with printed vinyl, measuring 0.80m x 2.30m	0.80m x 2.30m	2
14.4	ITEM PANELS	MDF sheet finished with printed vinyl, measuring 0.75m x 1.00m.	0.75m x 1.00m	3
14.5	OBJECT APPLIQUES	Printed vinyl-finished XPS cutouts	(various)	7
TRANSITION
15	ENTRANCE PORTAL
15.1	FRONT PANEL	Wood truss panel clad with printed vinyl on the front, measuring 12m x 4m (H), with a 5.50m-diameter opening at the center	12m x 4m (H)	1
15.2	CYLINDRICAL STRUCTURE	Wood structure finished with printed vinyl, with an inner radius of 2.75m and outer radius of 3.25m.	3.25m (Larger radius)	1
15.3	PASSAGE PANELS	Wood panel clad with printed vinyl, measuring 4.50m x 3.50m, which moves sideways to open a passage for the public.	4.50m x 3.50m	1
15.4	BACK PANEL	Wood truss panel clad with printed vinyl on the front, measuring 9m x 4m (H).	9m x 4m (H)	1

LILLY - FOUNDAYO PLAYBOOKSTRUCTURE · L
Item	Name	Description	Dimensions (W x D x H)	Quantity
INSTITUTIONAL
1	INSTITUTIONAL BOOTH
1.1	"L"-SHAPED BACK WALL	Wooden panel clad with a printed banner on the front, measuring 12m x 12m x 3m	12m x 12m x 3m	1
1.3	TV	55" TV	1.22m x 0.60m	1
1.2	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 12m x 12m	12m x 12m	1
1.4	COUNTER	Made of wood with a printed banner (Pantone red), measuring 3.00m x 0.50m and 1.00m high.	3.00m x 0.5m x 1.00m	1
1.5	INTERACTIVE TOTEM	Totem with interactive screen, wrapped with adhesive vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.6	INFORMATION TOTEM	Totem wrapped with adhesive vinyl, measuring 0.90m x 1.80m	0.90m x 1.80m (H)	1
1.7	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for an adhesive vinyl-wrapped MDF sheet + acrylic sheet with painted XPS for the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
1.8	MEETING ROOMS	Enclosed glass room structured with metal framing, measuring 3.00m x 3.00m x 3.00m. Each glass panel measures 3.00m x 1.00m. PS logos applied to the back wall, measuring 0.75m x 0.40m.	3.00m x 3.00m x 3.00m	4
2	INSTITUTIONAL PHOTO OPPORTUNITY
2.1	BASE	Cylindrical base made of adhesive vinyl-wrapped wood with Neon Flex applied to the top, measuring 1.60m (Diameter) x 0.20m (H)	1.60m (Diameter) x 0.20m (H)	1
2.2	COLUMNS	Wooden columns wrapped with adhesive vinyl, with LED strip applied to the front face, measuring 0.40m x 2.00m (H)	0.40m x 2.00m (H)	1
2.3	TOP	Cylinder made of adhesive vinyl-wrapped wood, with backlighting on the underside, measuring 1.60m (Diameter) x 0.30m (H)	1.60m (Diameter) x 0.30m (H)	1
2.4	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 2m x 2m	2m x 2m	1
ENTRANCE
3	ENTRANCE ARCH
3.1	FRONT PANEL	Wooden truss panel clad with a printed banner on the front, measuring 12m x 4m (H), with a 5.50m diameter opening in the center	12m x 4m (H)	1
3.2	LARGE CYLINDRICAL STRUCTURE	Structure made of adhesive vinyl-wrapped wood with an inner radius of 2.75m and an outer radius of 3.25m. LED strips applied to the smaller-radius surface	3.25m (Larger radius)	1
3.3	SMALL CYLINDRICAL STRUCTURE	Structure made of adhesive vinyl-wrapped wood with an inner radius of 2.75m and an outer radius of 3.25m. LED strips applied to the smaller-radius surface	3.25m (Larger radius)	1
3.4	LED TUNNEL	LED panel tunnel structured with metal framing, measuring 5.50m in diameter and 5m in depth	5.50m (diameter) x 5.00m	1
3.5	ADHESIVE FLOORING	Adhesive vinyl applied directly over the existing floor, measuring 2m x 2m	2.00m x 2.00m	1
3	INFORMATION TOTEM
3.6	TOTEM	Wooden base finished with printed adhesive vinyl, measuring 0.40 x 0.40m and 0.40m high. Body made of wood finished with printed adhesive vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
SEEK
4	FITTING ROOM ACTIVATION
4.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
4.2	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 2.80m x 1.60m.	2.80m x 1.60m	1
4.3	MIRROR	Mirror with adhesive vinyl and halo lighting, measuring 1.60m in diameter.	1.60m	1
4.4	HANGER SUPPORT	Hanger support installed beneath the cutout.	//	2
4.5	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
5	ROULETTE ACTIVATION
5.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
5.2	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 1.80m x 1.40m.	1.80m x 0.70m	2
5.3	ROULETTE	Adhesive vinyl-wrapped spinning roulette wheel measuring 1.60m in diameter, with a white MDF arrow at the top.	1.60m (diameter)	1
5.4	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
6	BEYOND THE POST ACTIVATION
6.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
6.2	POST BOXES	Wooden structure clad with a printed banner, measuring 0.75m x 0.10m x 1.45m. It features a circular cutout on the front face, allowing the background to be seen, which will also be wrapped with adhesive vinyl.	1.20m x 0.40m x 2.20m	3
6.3	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 1.90m x 0.80m.	1.90m x 0.80m	1
6.4	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
7	PHOTO NON-OPPORTUNITY ACTIVATION
7.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
7.2	PHOTO TOTEM	Totem with interactive screen, wrapped with adhesive vinyl, measuring 1.00m x 1.80m	1.00m x 1.80m (H)	1
7.3	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
8	AIRPLANE SEAT ACTIVATION
8.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m. Circular cutouts on the front face, masking the LED panel installed behind the panel.	4.00m x 2.50m	1
8.2	AIRPLANE SEAT	Custom airplane seat	//	4
8.3	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 1.00m x 2.20m.	1.00m x 2.20m	1
8.4	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
9	AMUSEMENT PARK ACTIVATION
9.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
9.2	SEAT BASE	Structure made of adhesive vinyl-wrapped wood, with rounded front corners, measuring 3.00m x 0.50m x 0.65m. Front step measuring 2.50m x 0.30m x 0.20m	3.00m x 0.50m x 0.65m	1
9.3	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 3.60m x 1.60m.	3.60m x 1.60m	1
9.4	AMUSEMENT PARK SEAT	Custom amusement park seat.	//	4
9.5	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
10	INTIMACY/SEXUALITY ACTIVATION
10.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
10.2	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 1.00m x 2.70m.	1.00m x 2.70m	1
10.3	BED	Custom bed fixed to the panel in an upright position	1.60m x 2.05m	1
10.4	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
11	LILLY CAMPAIGN ACTIVATION
11.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 5.00m x 3.00m.	5.00m x 3.00m	1
11.2	STRUCTURE	White-painted metalwork structure with printed banner strips, measuring 3.00m x 3.00m x 3.00m	3.00m x 3.00m	1
11.3	TOTEM	Wooden base finished with printed adhesive vinyl, measuring 0.40 x 0.40m and 0.40m high. Body made of wood finished with printed adhesive vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
START
12	SCALE ACTIVATION
12.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
12.2	SCALE	Floor structure made of wood and wrapped with adhesive vinyl, measuring 1.00m x 0.80m x 0.10m.	1.00m x 0.80m x 0.10m	1
12.3	INTERACTIVE SCREEN	60" screen	1.30m x 0.60m	1
12.4	OBLONG CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 1.00m x 2.70m.	1.00m x 2.70m	1
12.5	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
13	DIABETES ACTIVATION
13.1	BACKDROP · FRONT	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m. Circular cutouts in the panel, into which frames with frosted adhesive film glass are fitted, secured with pivoting fittings. Each frame measures 0.8m in diameter.	4.00m x 2.50m	1
13.2	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
13.3	HEADER	Structure made of adhesive vinyl-wrapped wood with an inner radius of 1.50m and an outer radius of 1.80m. White-painted metal cylindrical component. LED strip applied underneath the wooden structure and the metalwork component. Adhesive vinyl-wrapped honeycomb polycarbonate surface, with a white MDF backing. white.	3.00m x 1.30m	1
14	VR ACTIVATION
14.1	GEODESIC DOME	Dome with metalwork structure covered with transparent PVC, measuring 6.00m in diameter.	6.00m (diameter)	1
14.2	TUBULAR LIGHTS	Lights fixed to the dome struts	1.20m	1
14.3	CARPET FLOORING	Carpet flooring applied directly over the existing floor, measuring 6m x 4.70m	6m x 4.70m	1
14.4	BENCH	Semi-circular bench with a 1.60m radius	1.60 (radius)	2
14.5	MOLECULE STRUCTURE	White MDF base measuring 1.50m x 0.50m x 0.15m, with an insert for an adhesive vinyl-wrapped MDF sheet + acrylic sheet with painted XPS for the molecule design, measuring 2.20m x 2.20m	2.20m x 0.5m x 2.20m	1
14.6	TOTEM	Wooden base finished with printed adhesive vinyl, measuring 0.40 x 0.40m and 0.40m high. Body made of wood finished with printed adhesive vinyl on the front and back, measuring 0.65m x 1.80m.	0.65m x 1.80m	1
15	PHARMACY ACTIVATION
15.1	COUNTER	Counter made of adhesive vinyl-wrapped wood, measuring 4.00m x 0.60m x 0.95m. Top cut out to accommodate display glass	4.00m x 0.60m x 0.95m	1
15.2	DISPLAY	Product display measuring 0.45m x 0.25m.	0.45m x 0.25m	2
15.3	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 3.00m.	4.00m x 3.00m	1
STAY
16	FITS INTO MY DAY ACTIVATION
16.1	BACKDROP · BACK	Wooden panel clad with a printed banner on the front, measuring 4.00m x 2.50m.	4.00m x 2.50m	1
16.2	CUTOUT APPLIQUE	Applique made of MDF CNC-cut and clad with a printed banner, measuring 2.50m x 1.50m.	2.50m x 1.50m	1
16.3	ITEM CRATE	Crate made of adhesive vinyl-wrapped wood, measuring 0.80m x 0.60m x 0.60m, with an MDF cutout fixed to the back and clad with a printed banner, measuring 0.80m x 2.30m	0.80m x 2.30m	2
16.4	ITEM PANELS	Adhesive vinyl-wrapped MDF sheet, measuring 0.75m x 1.00m.	0.75m x 1.00m	3
16.5	OBJECT CUTOUTS	Adhesive vinyl-wrapped XPS cutouts	(various)	7
TRANSITION
17	ENTRANCE ARCH
17.1	FRONT PANEL	Wooden truss panel clad with a printed banner on the front, measuring 12m x 4m (H), with a 5.50m diameter opening in the center	12m x 4m (H)	1
17.2	CYLINDRICAL STRUCTURE	Structure made of adhesive vinyl-wrapped wood with an inner radius of 2.75m and an outer radius of 3.25m.	3.25m (Larger radius)	1
17.3	MOVABLE LED PANELS	4.50m x 3.50m LED panel that moves sideways, opening a passage for the public.	4.50m x 3.50m	1
17.4	BACK PANEL	Wooden truss panel clad with a printed banner on the front, measuring 9m x 4m (H).	9m x 4m (H)	1

Welcome to the Foundayo Playbook — HCP Activations

Throughout this material, you will find:

About Foundayo

FOUNDAYO

Unlock a new era of cardiometabolic care.

Everyday Extradorinary

Weight management and metabolic health positioning for healthcare professionals (HCPs)

Healthcare professional insight

Functional benefit for healthcare professionals

Emotional benefit for healthcare professionals

Reason to believe

The central narrative of the experience

The purpose of activations for HCPs

TREATMENTINDIVIDUALIZATION

SENSE OFURGENCY

SIMPLICITY +EFFICIENCY

TREATMENTINDIVIDUALIZATION

SENSE OFURGENCY

SIMPLICITY +EFFICIENCY

I HAVE THE ROLEOF DECISION-MAKER

I AM AWARE OF THEWEIGHT OF WAITING

I FOUNDTHE WAY

I HAVE THE ROLEOF DECISION-MAKER

I AM AWARE OF THEWEIGHT OF WAITING

I FOUNDTHE WAY

SEEK

START

STAY

SEEK

START

STAY

The weight of waiting: the progression of time vs. the progression of disease

"The Weight of Waiting is over"

The Weight of Waiting: progression of time vs. progression of disease

SEEK

HCP's Role

Patient frictions

Lilly's Role

START

HCP's Role

Patient frictions

Lilly's Role

STAY

HCP's Role

Patient frictions

Lilly's Role

How does the narrative translate into activations?

Entrance — The Weight of Waiting

Objective

Scenography recommendations

Format

Welcome to theTHE WEIGHT OF WAITING

Patient context

Clinical

Emotional

Key frictions

Physician's role

Lilly's role

Patient context

Clinical

Emotional

Key frictions

Physician's role

Lilly's role

Patient context

Key frictions

Physician's role

Lilly's role

Activation Circuit

Guidelines