Title	MS: NO FILTER
Brand	NOVARTIS PHARMA AG
Product/Service	MULTIPLE SCLEROSIS PATIENT COMMUNICATIONS
Category	G01. Patient Engagement Utilities
Entrant	CREATION London, UNITED KINGDOM
Idea Creation	CREATION London, UNITED KINGDOM
Media Placement	CREATION London, UNITED KINGDOM
PR	CREATION London, UNITED KINGDOM
Production	CREATION London, UNITED KINGDOM

Name	Company	Position
Dimitra Mastrantoni	Novartis Pharma AG	Worldwide Associate Brand Director
Angela Fiorin	Novartis Pharma AG	Global head, franchise communications, Neuroscience
Stacey Bernstein	Creation	EVP, director of digital health
Peter Matheson Gay	Creation	EVP, creative director, health
Emily Hyman	Creation	Director
Kate Foss	Creation	Digital health director
Liana Huber	Creation	Assistant digital associate
Maritza Hayes	Creation	Digital associate
Kaitlyn Barry	Creation	Senior digital associate
Ana Hurtado	Creation	Digital associate
John Murnane	Creation	VP, video production
Joel Yeaton	Creation	Senior producer/editor
Daniel Withrow	Creation	Associate producer
Derrick Owusu	Creation	Producer/editor
Dan Roman	Creation	Senior producer/editor
Matt Ruscio	Creation	Associate producer
Libby Ryerson	Creation	Video producer/editor
Ian Cohen	Creation	President, content creation
Ashley-Rose O'Mara	Creation	Creative resources manager
Josh Doll	Creation	Graphic designer
Michael Young	Creation	Senior designer
Augustus Hinton	Creation	Producer/editor

The Campaign

We set out on a mission. Give people access to real, authentic and relatable information about MS. We wanted to rewrite the scary, static and unhopeful information that filled the web. As a result, Living Like You was born – a first-of-its kind portal created with the MS community to curate real stories. Ultimately, people will use other online resources to dive deeper into MS, so we decided to help our community take Living Like You anywhere– and get the same real-talk, down-to-earth approach, regardless of the source. Meet MS: No Filter, an online MS dictionary and Google Chrome Extension. We rewrote and reimagined the 100 most searched terms associated with MS, and we didn’t just put them on our website, we put them everywhere. Suddenly sites were telling the new MS story, whether they knew it or not. A REAL view of life with MS started to take form.

Creative Execution

Our charge wasn’t just to put definitions in front of people. It was to redefine and enhance what they’re currently getting. We stripped down the technical. medical speak, and made everything more human with the help of the LivingLikeYou blogger network (because we knew that no one could explain the scary stuff better than someone actually living with the disease). MS: No Filter is an entirely digital campaign, because people with MS are voraciously seeking information online. We’ve covered all our bases – our LivingLikeYou hub offers up our definitions, accompanied by blog content from real people living with MS. Our Facebook and Twitter pages serve up definitions and engage the community in conversations around “real talk” with MS. Our YouTube channel hosts a robust video library of definitions and patient-centric content and paid search ads get our content exactly where people need it, when it matters.

MS: No Filter has exceeded all KPIs and empowered the MS community. In the first six months since launch we generated: • 8,698,985 Impressions • 784,818 Video Views • 226,685 Minutes Watched • 40,893 Social Engagements The campaign has proven to be a critical stake for Novartis’ reputation as a company committed to patient needs. Speaking like a human, covering topics people care about, and finding ways to use humour in healthcare meant taking risks, and putting patient needs above their own level of comfort. Novartis has given the thousands of young people diagnosed with MS every year meaningful, honest digital and social content, in the tone that they want it, written by real people sharing real experiences. It has been praised by patient advocacy groups and people living with the disease.

We knew we couldn’t convince thousands of websites to write differently. So we implemented a digital-first strategy. New topics, key terms, important issues and more are redefined by people living with MS, and delivered through cutting-edge, easily-digestible content. Once installed and enabled, the MS: No Filter browser extension allows them to access our definitions to the most searched MS terms (more than 100 in total). Whether video, GIFs, animation or imagery, the content is highlighted and populated immediately without having to ever leave the page – no matter which website an individual is on, meaning users access “real-talk” definitions on any page relevant to MS. But we know that not everyone uses Google Chrome. And that’s OK, because we put every one of our definitions on LivingLikeYou.com too. Users can browse through the terms we’ve defined, or search directly for the word they’re looking to understand.