THE TASK
To develop a UK-wide campaign for Kadcyla - a highly successful medication for patients with advanced, metastatic breast cancer, aimed at healthcare professionals caring for breast cancer patients: oncologists, oncology nurses, GPs.
BACKGROUND
Up to this point Kadcyla was only available through private healthcare at a cost of £90.000 per patient, per course of treatment. Following a prolonged negotiation process between the manufacturer Roche and NICE (National Institute for Health and Care Excellence) the drug finally became available on the NHS in 2017.
THE NEED
To demonstrate that the lives of terminally ill breast cancer patients are worth prolonging and convince medical professionals to prescribe Kadcyla on the NHS.
THE CHALLENGE
TO CHANGE THE RECOVERY-FOCUSED MINDSET OF THE DECISION MAKERS WITHIN THE NHS.
MOMENTS WORTH GIVING CAMPAIGN
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.
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 notion of ‘moments worth giving,’ prompting 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.
KADCYLA IN THE NEWS
