HUMIRA gives people the hope for a more normal life.The creative strategy is based upon this hope. We were not allowed to put it into words, so the creative strategy was to tell people without telling them (according to law). The postal mailing looks like a regular X-ray envelope, and inside there is a real X-ray photograph of a real rheumatic hand, crossing fingres (a well-known sign of hope). X-ray photograhes are part of these doctors everyday work, they would never throw it away without opening and reading it (it could be "a normal X-ray" from one of their patients).

Target group: 200 doctors(specialists in rheumatiod arthritis).Goal: 50% respons rate.Result: 70% respons rate.The doctors reported that there were never any doubts about what the message was, and it had a great awareness and liking.