LIGHTEN THE BURDEN

TitleLIGHTEN THE BURDEN
BrandBIOGEN
Product / ServiceTREATMENT OF MULTIPLE SCLEROSIS
CategoryE01. Pharma, Vaccines & Biotech aimed at Healthcare Professionals
EntrantHEALTHY THINKING GROUP Sydney, AUSTRALIA
Entrant Company HEALTHY THINKING GROUP Sydney, AUSTRALIA
Advertising Agency HEALTHY THINKING GROUP Sydney, AUSTRALIA
Production Company ANDREAS SMETENA Sydney, AUSTRALIA

Credits

Name Company Position
Matt Gill Healthy Thinking Group Group Creative Director
Ben Webster Healthy Thinking Group Senior Writer
Adele Rego Healthy Thinking Group Account Manager
Andreas Smetena Andreas Smetena Director
Melissa Mee Biogen Senior Product Manager
Ben Steer Biogen Product Manager

English Translation of Main Headlines

MS is a huge burden on patients. It’s hard to escape the fact that you have the disease when you live with complications 24/7. Patients’ worry about their MS progressing, they can’t escape various debilitating symptoms, and treating MS is a constant challenge. Plegridy is a new treatment option that helps patients reduce the treatment burden of MS. Unlike most treatments that need to be injected daily or weekly, Plegridy is injected fortnightly. This fortnightly treatment regime gives patients some breathing space. With fewer injections to deal with, patients can let go of the MS treatment burden and live a more enjoyable life. To illustrate the fact that Plegridy helps patients let go of their treatment burden we created a campaign that features patients physically letting go of their MS worries. Patients wrote their MS worries on little pieces of paper and tied them to balloons. Patients let these worries go and watch as their thoughts floated off into the distance. The worries that were released are common for many patients living with MS. We developed a campaign video which showcased patients letting go of their MS worries in different scenarios, creating and emotional and thought provoking piece of communication.