The Feelings – 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: CKD is tough enough, but when you add anaemiaon top, the symptoms escalate dramatically.From the social listening elements, we found that the symptoms attributed to anaemia take a toll on every aspect of CKD patients’ lives. This approach heroes patient stories and testimonials of the ways in which CKD related anaemia has affected them, using impactful, emotive typeface.

Video: Time lapse/stop motion animation style video showing a day in the life of a patient. Throughout they’rmoving slowly but everything around them is vastly sped up. Getting up out of a chair and get out of the front door. A family (partner and children) play and move around in the background. They get to the doctors. When the patient is with the doctor the patient’s movements catch up to normal speed with everything in the background.

Congress: Giant Jenga, each brick with a different symptom on it. Break throughs in treatment options mean you aren’t replacing one symptom with another.