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Campaign Transforms 6 Minutes of Despair for PAH Patients into 6 Minutes of Positivity

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McCann Health Japan's '6 Minutes Together' is an original music playlist designed together with a Pulmonary Arterial Hypertension specialist

Campaign Transforms 6 Minutes of Despair for PAH Patients into 6 Minutes of Positivity

PAH (Pulmonary Arterial Hypertension) is a fatal rare disease that makes it difficult for oxygen to be properly distributed throughout the body, causing patients to feel short of breath, even when walking. Whilst PAH can’t be cured, it can be treated. To optimise treatment, the patient's condition is monitored regularly through the ‘6-minute walk test’. This test is mandatory for the provision of treatment, however it is a suffocating, desperate and lonely process that reminds patients of their fatal destiny, and some patients are reluctant or even refuse to take the test. Janssen Pharmaceutical, which provides treatment drugs for PAH, decided to stand up to the situation to provide a solution beyond medicine.

McCann Health Japan's '6 Minutes Together' is an original music playlist designed together with a PAH specialist, aiming to transform the 6 minutes of despair into 6 minutes of positivity. In collaboration with Spotify, forty artists in Japan and around the world have offered their 6-minute songs. Every song has the exact beats per minute (BPM) to match patients’ walking speed. The playlist also includes a 6-minute original audio recording of medical tips for PAH patients by a PAH specialist, Professor Tamura. The playlist also gained endorsement by one of Japan’s most well-known artists, Yo Hitoto, who wrote a new song, "6 Minutes" for PAH patients specially in the playlist. 

Since launch on April 22, 2021, the campaign gained 118M media impressions, which is unprecedented for rare disease campaigns, and was covered by more than 80 media outlets, including all of Japan’s top outlets such as Yahoo News and Lines, and music trade publication Billboard.  

6 Minute Together is already inspiring patients around the world, but could have even bigger impact. As PAH is a disease with low awareness, it took approximately 3.5 years until a patient could be diagnosed. It was common for patients to be diagnosed after the disease had progressed significantly. PAH specialists have high hopes that "6 Minutes Together" will promote early diagnosis to allow earlier intervention.

Yo Hitoto “6 Minutes” music video:

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Global Chief Creative Officer: Matt Eastwood, McCann Health

Executive Creative Director: Shunsuke Kakinami, McCann Health Japan

Creative Director: Mai Kaneda, McCann Health Japan

Senior Art Director: Akira Takahashi, McCann Health Japan

Senior Creative Producer: Daisuke Ishiguro, McCann Health Japan

Account Executive: Mariko Oshima, McCann Health Japan

Strategic Planner/PR Planner: Shiori Miura, McCann Health Japan

Strategic Planner: Kenta Yoshida, McCann Health Japan

Digital Producer: Akiko Takahashi, McCann Health Japan

Senior Account Manager: Toshiaki Tachimura, McCann Health Japan

Senior Business Director: Hiroyuki Baba, McCann Health Japan

Translator: Chiaki Kobayashi, McCann Health Japan

Media Planner: Rie Ota, UM

Music Video Director & Camera Director: Ryo Ichikawa, koe inc.

Producer: Gentaro Kakesu, DANCE NOT ACT, inc.

Production Manager: Akira Tsuyama, DANCE NOT ACT, inc.

Lighting Director: Akihiro Someya, freelance

Hair & Makeup: Hirokazu Niwa, maroonbrand

Stylist: Saori Iguchi, freelance

Offline Editor: Shinsaku Kamimura, freelance

Online Editor: Riku Kiyozuka, McRay

Casting: Kouko Takahashi, freelance

Illustrator: Megumi Goto, freelance

Case Movie Editor: Ryosuke Shinohara, freelance

PR Planner: Saki Iwamoto, Material

PR Planner: Sakiko Oya, Material

Artist: Yo Hitoto, Daija

Composer: Tatsuro Mashiko, YOSHIMOTO Music Publishing

Music Arranger: Yo Tomi, karinto planet, inc.

Categories: Health, Corporate, Social and PSAs

McCann Health, Mon, 17 May 2021 10:01:00 GMT