Recharge – GSK

To establish GSK as a champion in advocating for patients’ increased quality of life with chronic kidney disease related to anaemia. To have HCPs understand the debilitating burden that they are ignoring by creating an awareness campaign to make HCPs can feel confident to treat anaemia on an individual basis. We need to draw attention to the fact that patients deserve more.

The insight: HCPs find anaemia in CKD awkward to address…and patients know something’s being missed.

The idea: No matter how much CKD patients with anaemia rest, they won’t feel recharged or energised to the levels they used to have before being anaemic. Only the proper treatment and management of their anaemia will give them the boost that they need. The visual focus of the campaign is the patient, with the messaging to talking directly to the HCPs to address the concerns or hesitations that they have when trying to deal with anaemia for CKD patients. This approach looks to maximise the digital platform aesthetic in style and to create a fully immersive experience and use gamification to help drive engagement both for HCPs and give ongoing patients support.

Augmented reality posters: The image in the poster starts off with the patient with all the symptoms, by scanning a QR code the augmented reality aspect comes to life. The signs start to flicker, and the person can move/walk. The signs follow them (similar to helium balloons). After taking the oral solution/GSK new medication, the signs flicker more, some turning off completely and fall to the ground.

Congress: Instagram/selfie neon signs – users can turn them on/off with a digital screen that they can write a quote on in that style. Hashtag for the event/stand.