Vidaza^®

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Celgene

"Missing man" HCP campaign

Myelodysplastic syndromes doesn't sound that serious, but "higher risk" patients need urgent treatment to prolong their life.

Life was asked to create a new emotionally powerful campaign for clients Celgene and MDS treatment Vidaza^®. We created a wide range of concepts which were short-listed by the European marketing team and market research tested with haematologists.

The selected concept demonstrates the consequences of not being treated with Vidaza^®. The patient is shown as being "missing" from his family, but a reflection shows that potentially he could still be there. This concept seemed to strike a chord with clinicians and communicated that quality of life was preserved.

For our photoshoot, we wanted to recreate a family trip out to a Mediterranean beach. Unfortunately our raw material was Camber Sands on a cold grey October day. But with the skill of the Life design team, we overcame this hurdle with spectacular results.

Information regarding prescription-only medicines is intended for people involved in pharmaceutical marketing only.