AS, I WONT BOW DOWN

TitleAS, I WONT BOW DOWN
BrandNOVARTIS PHARMA GMBH
Product/ServiceCOSENTYX®
Category F01. Regulated
Entrant PEIX AGENTUR FüR DESIGN & KOMMUNIKATION Berlin, GERMANY
Idea Creation PEIX AGENTUR FüR DESIGN & KOMMUNIKATION Berlin, GERMANY
Credits
Name Company Position
Mario Michael Schmidt Peix Agentur für Design und Kommunikation GmbH Creative Director
György Csali Peix Agentur für Design und Kommunikation GmbH Senior Art Director
Dominik Arenz Peix Agentur für Design und Kommunikation GmbH Art Director
Heide Waechter-Akkus Peix Agentur für Design und Kommunikation GmbH Copywriter

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

RX communication is strictly regulated and only allowed directly to Healthcare Professionals. Communication directly to the consumer is also strictly regulated, as it is not allowed to communicate the product or to have any visual or verbal connection to the product. Possible is only disease awareness without product relevant content.

Describe the target audience and why your work is relevant to them. Pharma audience types:

The main target groups are AS (Ankylosing Spondylitis) patients and their families, friends and partners.

Background

Situation: In Germany the diagnosis of AS could be earlier than it is. Oftentimes it takes patients years to get the right diagnosis. Also, diagnosed AS patients often get not the best therapy. If this ist he case, they live with intense back pain although they could get better a therapy which helps with the symptoms. Brief: Give AS patients the courage to live their lives, but to question their current therapy. Give them the opportunity to check their own therapy and get into a coversation with the doctor. Objectives: AS patients should think about their current therapy and talk to the doctor. Give AS patients the courage to live with their desease. Inform and educate the people around the patients (family, friends, work, etc) how they can help and live with AS patients

Describe the creative idea

We created a strong courage making campaign: AS, I WON’T BOW DOWN! We took this powerful message in the different live situations of our patients. In the campaign the patients are the heroes. They show their own courage making emotional stories.

Describe the execution

• Implementation: Multichannel Campaign with Ads, Out of home, Website, Videos, Banners, Social Media, Search Engine Marketing, etc. • Timeline: 12 weeks from scratch to implementation • Placement: Multichannel approach

Describe the strategy

Target audience: AS (Ankylosing Spondylitis) patients and their families, friends and partners. Integration: Multichannel campaign Approach: AS patients should question their current therapy and get in a conversation with the doctor.

List the results

Currently not available