Disease Awareness: HCPs

After the pandemic, emergency services staff are 13 times more likely to attempt suicide, but over 50% less likely to take up support. Based on testimonial from frontline workers, we created a set of characters called The Feelings.

The Feelings sing about their mental state while they go through their daily routine. From a paramedic dealing with a case of cot death who cries in the toilet, to “Doctor Rising Dread” who “feels sick to my stomach when I lie in bed”.

The Feelings simplify complex emotions, so they are easy to recognise and to talk about.

Judges Comments

Really clever idea. I thought they captured the essence and the reality of a hard-hitting subject really well.

The animation and song made you listen to the words and the story and, for me, I felt it was really powerful. 

It was critical to the success of Dermavant’s first product launch that HCPs had a thorough understanding of the MoD in psoriasis — specifically the role of the aryl hydrocarbon receptor (AhR).

So, we created Skin City: medical education as you’ve never seen it before. There are no medical illustrations here. You won’t see any 3D-rendered molecules or hear a scientific voice-over. We wrote an action-packed story dramatising the plight of the cells and systems involved in psoriasis.

Set in a noir-inspired world where chaos rules and the bad guys are winning, Skin City makes science cinematic.

Living with atopic dermatitis (AD) can have a huge impact on life that can often go unnoticed or dismissed.

We wanted to shift beliefs about disease burden, creating urgency around the need to deliver treatment options that enable patients to live “normal” lives. We combined rigorous patient research with video storytelling, to immerse HCPs into the reality of living with AD and showcase what is possible when AD is managed well.

The visual style echoes the visible nature of AD and allowed us to convey how the disease becomes part of patient identity and distorts how they feel about themselves.

In breast cancer, HCPs recognise the need to take a closer look at early diagnosis. Identifying patients at risk of recurrence allows them to decide on a comprehensive treatment plan, informed by BRCA testing.

We aimed to drive behavioural change in physicians through education, with a bold creative identity. Our campaign centres on a breast cancer survivor who is now looking forward to the future with hope and confidence, because their HCP tested for BRCA mutations early and was able to optimise their treatment plan.

Because, for patients with early breast cancer, some tests make them stronger.

Incomplete understanding of sickle cell disease (SCD) and its pathophysiology extends to healthcare professions; the stigma felt throughout patients’ lives is an unfortunate consequence of the potential confusion and missing information faced by patients and physicians.

Using an array of engaging and effective educational communications, this campaign speaks to the needs of patients and inspires professionals to reconsider their understanding of SCD — shining a light on the less obvious, but highly damaging, manifestations of the disease and the physical and psychosocial impact on patient lives.

Improving awareness and understanding raises hope for the future and reminds us that even the most challenging jigsaw puzzle can be solved.

In spinal muscular atrophy (SMA), diagnostic delays can be fatal.

“SMA: A Race Against Time” is a first-of-its-kind CGI-animated campaign, educating health professionals and caregivers on the critical warning signs to look out for. When it comes to SMA, the disease symptoms can’t be replicated in healthy babies. Telling this story came with the challenge of clearly visualising the disease’s complicated symptoms through bespoke CGI animations which needed to be medically accurate.

The result? A far-reaching, impactful campaign that drives urgency for the early identification and diagnosis of SMA, which has already had life-changing outcomes for infants.