Category E03. Disease Awareness & Understanding
Entrant MENSCH Copenhagen, DENMARK
Idea Creation MENSCH Copenhagen, DENMARK
Media Placement MENSCH Copenhagen, DENMARK
Production MENSCH Copenhagen, DENMARK
Name Company Position
Rune Hørslev-Petersen Mensch Client Service Director
Frederik Preisler Mensch Chief Creative Officer
Flemming Boutrup Mensch Copy writer
Lene Jepsen Mensch Project Manager
Jakob Graves Mensch DTP
Simone Refn Mensch Project Co-ordinator
Isabella Sofie Nielsen Verizon Project Manager
Anna Taussi Ryot Studio PR & Content dsitribution manager
Sussan Treshow Treshow Producer
Stevan Treshow Treshow Director

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

This was a global campaign under heavy country specific regulations. Hypoglycaemia is a side effect of insulin treatment but some insulin products have a lower risk of hypoglycaemia than others. The purpose of the campaign was to create awareness and educate about the side effect.

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

Hoping to create awareness and to start a conversation about hypoglycaemia, the campaign targeted both HCPs, patients and their families. The ambition was to change the general perception of 'hypos' among HCPs, while encouraging patients to talk to their families and HCP about their hypos.

Write a short summary of what happens in the film

The film is demonstration of a scientific experiment based on a peer reviewed study published in Diabetes Therapy. In the experiment we interviewed people with diabetes and their families in adjacent rooms separated by a removable wall. In the end we showed them each other’s answers to demonstrate the discrepancies in their respective perceptions of the problem, their general understanding of hypoglycemia and how it affects their lives. The families participating in the experiment were not informed or prepared in any way ahead of the experiment and the interviews were filmed without a film crew present. After having seen each other’s answers we removed the wall between the people with diabetes and their family members. Their reactions were overwhelming. The experiment demonstrated how starting a conversation can help relieve the burden of living with hypoglycemia.