KADCYLA UK CAMPAIGN
We set about engaging HCPs with the notion that life-affirming moments can happen because of the use of Kadcyla for 2L mBC. We developed multiple ideas. Each focussing on how priceless the time a patient has left can be.
With body copy delivering the message that ‘you can extend life by an average of nearly 6 months’ – inspiring our HCPs to imagine further moments that matter in our patient’s lives.
We thought about speaking to HCPs directly from the mouths of patients... Being able to get parts of your life back during the treatment which taken orally meant not having to go in to the hospital for treatment.
The aim was to prompt HCPs to think – Why wouldn’t I prescribe Kadcyla when there are so many moments left to live, so much meaning and life left to be enjoyed and shared.
LIFE, LESS INTERRUPTED
CHANGE THE SCRIPT
VENCLYXTO. ACCELERATE A RETURN TO LIFE
Abbvie succeeded in developing Venclyxto, the first and only BCL-2 inhibitor, with a unique mode of action that switches on apoptosis to allow natural cancer cell death. It’s an incredible turnaround. Providing every reason for clinicians to say to a patient, ‘you can get back to normal’.
The global brand offering centred on the ORR (Overall Response Rate) - a ‘lift’ concept that spoke to the clinicians around the notion of ‘aiming high’ too achieve a better response.
In the UK, we developed a wider thought that focused on the character of the patient and the types of activity they might hope to get back to. We wished to dramatise the turnaround using changing landscapes, from palliative hospital bed to hillside, to garden barbecue, to bridge game etc...
FIRMAGON
We know... that although men put on a brave face, prostate cancer, especially when it occurs with additional complications, can have serious effects on both their physical and emotional wellbeing.
What if... we highlight the impact of the disease using a close encounter with the patient himself, employing the symbolism of the tear to depict the immensity of the challenges he faces, as well as the idea that any additional negative effects caused by agonist therapy may be too much for him to bear.
UNBREAKABLE?
I LIVE WITH IT
SANDOZ HIV. EXPERTLY RECREATED
The campaign juxtaposes recreations of old photos to convey both the nature of HIV as a chronic condition and the expert recreation of off-patent treatments. There’s something moving about adults recreating the past, it’s evocative of the many things that happen to us in life.
To recreate, is to reconsider, to look a little deeper and to understand more. Sandoz are experts at recreating formulas and making complex biosimilars. HIV is now managed as a chronic condition. The patient population is growing and ageing, and people with HIV are living longer than ever before. Because of this, it’s time for Sandoz to bring their expert recreations to HIV treatments, making cost-effective medicines available for many who need them.
SENSODYNE RAPID RELIEF
The first association you think of when you hear the word Sensodyne is the pained wince. There’s no escaping how effective it is at getting the problem across. However, it’s so saturated it almost causes healthcare professionals to switch off. So we sought to give this a twist, as well as getting across the preventative effects of using Sensodyne. The campaign concept was well liked at GSK, where internal (and cross border humour) debate raged.
Until, eventually... Ouch! The campaign never ran.
