Patient Support
With grateful thanks to our sponsors
Little understanding of the link between chronic kidney disease and its associated pruritus/itching (CKD-aP) means CKD patients often feel exhausted, embarrassed and alone, suffering in silence.
The “Let Your Itch Be Heard” campaign empowers CKD-aP patients to speak up about their itching, and how it impacts them daily. The visual signs of CKD-aP — sore scratch marks — are owned and visualised as the patient voice soundwave; symbolic of patients finally speaking up about their itch.
Striking and relatable, without being intimidating for patients, the multichannel education campaign directs patients to a core website, with emotive & relatable videos and support materials.
Judges Comments
For patients, pruritus can be completely debilitating; yet it’s so often seen as a simple fact of life people have to get on with. I loved the creativity of this campaign, alongside its ability to raise the issue with HCPs and empower those affected.
Original, hard-hitting, emotive, and memorable creative with very strong purpose and call to action. Great execution across the campaign elements.
HEMLIBRA® was launching the first ever pharmaceutical-branded live Twitch event and needed to incorporate a full read of lengthy safety information, mid-stream, without losing our gamer audience.
The team invented Smitherton Gledhill, the foremost expert in safety videos, to deliver the required safety information in a completely unique way. We used humour and randomness to keep the energy up, even through the serious clinical content.
The approach was to turn a requirement — fair balance — into an opportunity to engage; what we call “Flair Balance”.
Endorsed by the Sickle Cell Society, the UK’s leading patient organisation, Code Red shines a light on the life-limiting impact of sickle cell disease (SCD) and aims to encourage more equitable care. Giving a voice to this underserved community and demonstrating genuine commitment became central to our campaign creative ambition. Creative routes were crafted to pay homage to Black culture, and campaign ambassadors were placed centre stage.
Through their faces and voices, we translated the insights into a story with a powerful message: “Code Red — it’s time to switch up on sickle”.
To get more patients in the UK benefitting from the insights that genomic testing provides, we decided to get them talking by launching the patient-facing campaign — PRO-TEST. We campaigned for better outcomes by turning patients into our greatest advocates for testing.
Putting “test” at the forefront of our campaign, we highlighted how testing provides the smartest insights, grants access to the latest therapies, and helps patients achieve the greatest possibilities in their care.
We informed patients about the benefits of testing and how to talk about it with healthcare professionals — empowering them to demand the tests needed to optimise their care.
Neuromuscular disorders (NMD) are rare, genetic conditions that cause progressive muscle wasting and weakness. Symptoms can begin between birth and six months. If left untreated, this can lead to permanent ventilation or, tragically, death in 90% of cases by age two. Treatment alongside physiotherapy may bring real benefits to children and their families. Developed in collaboration with physiotherapists and parents of children with NMD, Flexterity™ is a patient app and physiotherapist portal where physios create tailored plans for carers and families to follow through their app.
Supporting children with NMD in their journey towards a more independent life.
This project has been fully funded by Novartis and developed in partnership with experts. January 2023 | 579517
ONGAVIA® is a new treatment for age-related macular degeneration, a common visual impairment affecting elderly people. To connect with patients, it was vital our brand materials were designed to champion accessibility.
So we developed a set of assets, including a video and leaflets, which were made with this in mind. Following inclusive design principles, we used a high-contrast colour palette, a chunky font, and some simple icons, ensuring everything was easily digestible. Collaboration with the Macular Degeneration Society helped ensure our designs would resonate with patients.
The campaign immediately received positive feedback from doctors and patients globally.
“The Forgetfuls” is an illustrated children’s book for 6- to 11-year-olds who have been prescribed KAFTRIO® in combination with KALYDECO® for the treatment of cystic fibrosis (CF).
The main hero is Poppy, a 10-year-old girl with CF, with a family who are all hugely forgetful. So Poppy is searching for ways to help her remember to take her medication responsibly. The book encourages good habits and practices, for example, the right foods to take her medication with and when to schedule dosing. The story cleverly weaves all these important factors into a funny, informative and dramatic bedtime tale.
