Category H01 . Regulated
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production HAVAS LYNX Manchester, UNITED KINGDOM
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
David Hunt Havas Lynx Group Chief Executive Officer
Paul Kinsella Havas Lynx Group Creative Director
Richard Hague Havas Lynx Group Copywriter
Matthew Crosby Havas Lynx Group Art Director
Sharan Kaur Havas Lynx Group Account Director
Helena Mann Havas Lynx Group Medical Writer
Lynton Hemsley Freelance Illustrator

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

UK regulations state no direct link to products or medical treatments in unbranded communications. Wherever there is mention of product name it must adhere to non-promotional agreements.

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

Children aged 3-11 years old who have been diagnosed with Systemic Juvenile Idiopathic Arthritis.


When we think of arthritis we think of the old and the frail. But Systemic Juvenile Idiopathic Arthritis (sJIA) actually effects a significant number of children in the UK. It was only when we talked to patients with the disease, that we uncovered another issue that was affecting a huge part of the patients’ day-to-day lives. One that was affecting the child’s education, and that couldn’t be ignored any longer. The painful flare-ups can suddenly leave them feeling extremely ill during school hours. But many said that they found it difficult, or were too embarrassed to tell their teacher or carer that they felt unwell. They also described how their condition left them feeling isolated from their classmates, often becoming a target for bullies. Making their day at school a distressful experience, in more ways than one

Describe the creative idea

To help children with sJIA, we needed an innovative solution. One that urgently allowed the child to communicate to teachers and carers whenever their arthritis flared-up – but didn’t draw any unnecessary attention to themselves.

Describe the final product

We created a special band called an ‘Ouchieband’, which was issued to children suffering with sJIA. Disguised as something regularly worn by children – the charity band – the two-tone wristband could be flipped so it could be worn with either the red or white side showing. The idea was simple. When a child is feeling fine with very little pain, they wear their Ouchieband with the white side showing. But when their arthritis flares up, they simply turn the Ouchieband over to show the red side. That way, the teacher or carer knows they need help. We also designed the UK’s first patient support pack aimed at children with the sJIA. The pack introduced a friendly character called Ouchie, who explained their condition in a way that they would understand. Including a patient guide, a parent guide, a storybook and downloadable animation, all designed to ease distress, repel fear.

List the results

By the end of 2018, it is predicted that 90% of all patients in the UK will have received and benefitted from their very own Ouchieband and patient support pack. “The sJIA patient packs have been successfully received by physicians, we are starting to get really positive interest in the support packs from regions we had not seen interest from before.” Roche Global International Business Lead “The campaign has been really well received with lots of positive feedback from healthcare professionals. With the previous lack of support materials for children with sJIA, we expect the level of impact to be huge.” Shazad Jafri, Senior Medical Manager, Chugai Pharma