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Bold Healthcare Campaign for Gilenya



Draftfcb Healthcare create patient-centered 'HEY MS, Take This'

Bold Healthcare Campaign for Gilenya


Bold and empowering.
These qualities are at the heart of Novartis’ patient-centered creative campaign for its Gilenya brand called “HEY MS, Take This.”
The campaign, created by Draftfcb Healthcare, is inspired by an outpouring of stories about the positive impact Gilenya has had on the lives of its users. Gilenya is the first oral disease modifying therapy for people living with relapsing forms of Multiple Sclerosis (MS). Prior to this revolutionary pill, the only treatment options patients had required regular injections or infusions. Not only does Gilenya reduce the frequency of relapse by 52%, but the pill integrates better into the busy lives of those who are effected.  It also provides a platform for patients to take a stance against the disease.
As a healthcare campaign, the print ad and web video (above) use a bold tone, colorful language and visuals which are unique to traditional pharma ads. In addition, this is the first time a pharma brand is engaging an extensive suite of social media channels which includes TwitterFacebook and YouTube to empower the community of MS patients to share personal struggles and experiences while, essentially, telling the disease to take a hike.   
Agency: Draftfcb Healthcare
Chief Creative Officer: Rich Levy
Creative Director: Mike Devlin
Art Director: Dan Krippahne
Copywriter: Betsy Mansfield
Account lead: Sarah Hall
Agency Production: Terry Debonis
Production: Bully Pictures LA
Director: Greg Maya
Executive Producer:  Jason Forest
Producer: Jason Wolk
Editorial: Hooligan Editorial NY
Editor:    Eric Carlson
Assist Editor:  Zach Hinden
Executive Producer:   Rosemary Quigley
GFX:  Tanq NY
Flame Artist: Alex Catchpool
Producer: Beth Fitzpatrick
Sound: Just Joe Audio
Engineer:  Joe Vagnoni 
Music: Tonal Sound
Alex Lasarenko
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Categories: Pharmacy, Mon, 08 Apr 2013 14:58:30 GMT