Title | VOICES OF RELAPSE |
Brand | JANSSEN NEUROSCIENCE |
Product / Service | JANSSEN NEUROSCIENCE |
Category | G01. Pharma: Healthcare Professional Engagement |
Entrant | SAATCHI & SAATCHI WELLNESS Sydney, AUSTRALIA |
Idea Creation | SAATCHI & SAATCHI WELLNESS Sydney, AUSTRALIA |
Production | PRODIGIOUS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Craig Chester | Saatchi & Saatchi Wellness | Executive Creative Director |
Emily Knight-Kristoffersen | Saatchi & Saatchi Wellness | Head of Copy |
Craig Chester | Saatchi & Saatchi Wellness | Executive Creative Director |
Ash Weaver | Prodigious | Producer |
Michele Aboud | Michele Aboud | Film Director |
Anton Perry | Anton Perry | Director of Photography |
Christopher Colonna | Prodigious | Sound Designer |
Matt Brunner | Prodigious | Visual Effects (VFX) Integrator |
Sam Bruce | Prodigious | Editor |
In Australia, communications to healthcare professionals are strictly regulated. Regulatory codes require all communications to be clinically accurate, fair and balanced. While this piece is non-promotional so is not technically required to adhere to these codes, the principles have been generally applied.
The target audience was Australian psychiatrists who treat patients with schizophrenia. While these psychiatrists see the same patient over months or even years, they rarely spend time with the patient’s family. Therefore, they may not fully appreciate the impact that multiple psychotic episodes (relapses), have on these family members. Relapses
Target Audience: Australian psychiatrists. People with schizophrenia often hear voices – auditory hallucinations that can be distressing and disturbing. These voices get worse and the brain is irreparably damaged with each psychotic episode or ‘relapse’, which can lead to family breakdown, homelessness and even suicide. But schizophrenia patients aren’t the only ones haunted by voices. The inner thoughts of their family members and doctors also become increasingly desperate and despairing as they watch the patient’s condition deteriorate and the family fall apart with each relapse. This film brings these voices to life. It demonstrates that you don’t have to have schizophrenia to suffer from it. The message to psychiatrists is clear – if you treat to prevent relapse by using effective medication, you have the opportunity to help many.
Psychiatrists (the target audience) are rarely, if ever, exposed to their schizophrenia patients’ wider families. They are however, constantly bombarded with patient case studies in all forms of media. Uniquely, this film does not feature a schizophrenia patient at all. The failure of schizophrenia patients to consistently take their oral medication is a big cause of concern for psychiatrists, one that often results in psychotic episodes or ‘relapses’. Repeated relapses can in turn lead to family breakdown, homelessness and even suicide. 'Voices of relapse' highlights the need for medicine that effectively treats schizophrenia by preventing relapse. Janssen Neuroscience, who funded this project, provide the most effective schizophrenia treatments and specialise in long-acting injectable medications that are administered by healthcare professionals, ensuring that patients adhere to treatment. The film was shared at psychiatric medical conferences, where Janssen Representatives were on hand to discuss their latest treatments, and online.