Award: CAMPAIGN AWARDS \ C20. Healthcare: Ethical

More than 10m people in China are affected by painful, chronic inflammatory diseases like rheumatoid arthritis, which can be so debilitating that patients report feeling a ‘shadow’ of their former selves. This concept of ‘shadows’ provided the creative spark for the launch of Xian Janssen’s public education campaign in 2018. We began by undertaking extensive market research among patients, which revealed high levels of dissatisfaction with currently available treatments, which were often considered too time-consuming. Our campaign used the theme of ‘shadows’ to highlight these unmet needs, and to explore the benefits of newer treatment, breaking records and supporting patient access in the process.