Genentech had a robust history in oncology, but it also had two innovated rheumatology therapies, Rituxan and ACTEMRA, and wanted to not only rally the dedicated employees that worked hard to promote those offerings, but also to create awareness at Genentech in general of the debilitating effects of rheumatoid arthritis. Both the budget and the timeline were tight, but we wanted a presence equal to the level of commitment exhibited at Genentech. So we created an omnipresent campaign that was rolled out in stages so that the appearance of new tactics would maintain interested, and also allow more time to execute some of the more complicated elements. The clients were thrilled with the results. Many of the tactics remained in place long after the end of Arthritis Awareness Month (May) and the buzz around campus spurred the desire for similar initiatives from other Genentech brands.

The campaign was rolled out in stages, both to create constant interest and surprise among the audience and to enable us to have the proper time to execute the more complicated elements. Each of these pieces engages the audience within the context in which they appear, so each new element could be a fresh surprise when it appeared. The executions were disruptive, in that they brought messages to unexpected activities, such as unwrapping a snack, but those messages were completely brand appropriate, in that all the activities would be impacted if that person were suffering from rheumatoid arthritis.

Because this was an internal campaign, the results were felt around the Genentech campus. Employees from outside the rheumatology group got to experience the dedication and passion of the rheumatology group. Other brands took notice and asked for motivational campaigns of their own. The response of the rheumatology group was overwhelming. They loved the campaign and felt uplifted by the daily altruism leant to their work activities.