To underscore the randomness of accidents, we created an organic and unexpected moment built up by tenderness, not tight suspense. The key message was that life is unpredictable, so having a reversal agent for emergency situations is essential. Rather than continue to convey this message in a bullet point on a page (the original ask), we created a film to dramatize the critical need for a reversal agent.

Our strategy was to convey to doctors that accidents are unpredictable and much more common than they may realize. By establishing this, we emphasized the need for a reversal agent that can stop the effects of a blood thinner in an emergency. To change entrenched behaviors, we needed to do more than show them a stat on a page – we needed to put them in the shoes of their patient. We showed them that, without a reversal agent, even a fall in the shower could be fatal.

• 14% of Cardiologists increased their prescribing of Pradaxa, 60% of whom cited “reversal” as the reason

• Highest booth attendance to date (where the film was showcased)