The Campaign

To inspire people living with health conditions, Abbott made a film where every member of the cast and crew had overcome serious health conditions and were able to get on with their regular lives. A film that wouldn’t have been possible 25 years ago, without advances in modern healthcare and Abbott’s breakthroughs.

Creative Execution

Our film was first launched simultaneously on TV and digital. The film was supported by 8 web films and 8 editorials. And people could discover the inspiring stories of individual members of our cast and crew on our content hub.

More than 12 million views and counting. Annual traffic to the website increased by 30%. Instant news in online and offline media. 47.9 million media impressions. 22% increase in sales. And the best part, our crew showed the world, that nothing can stop them.

We made a film where the entire cast and crew were living with significant health conditions. From a director who overcame a heart attack; to a voice over artist who fought cancer, every individual involved in the making of the film had a story to tell on how they overcame their heath condition to pursue all that inspires them. Each of their stories were further developed into 8 web-films and editorials. The film and the content derived from it weren’t just ads, they were real life testimonies of modern medicine which became the ad.

We decided to make a film demonstrating the difference Abbott made to people's lives. Our primary target audience was family-focussed adults. Our secondary TA was hospital leaders, pharmacists and healthcare professionals. We got real people with health conditions to make our film. These were not just patients but people who also worked in film production. The film ended with a call to action asking viewers to check out the individual stories of our cast crew.