Rheumatoid arthritis (RA) is a chronic disease, causing bouts of severe pain for sufferers that can make even small movements extremely difficult. Remission is the ultimate goal of treatment and allows patients to continue to perform everyday tasks.

This particular market is very competitive in the UK and there is a lack of differentiation between products, which are often promoted based on functional attributes alone. Humira has the strongest data in achieving remission and was in a unique position to differentiate itself by aligning with this key category motivator. So we put remission at the heart of the campaign and engaged customers on an emotional level.

The idea dramatised the fact that for those suffering with RA, daily tasks such as tying/untying shoelaces can become Olympian in their degree of difficulty. The campaign showed patients in sporting poses who, with the help of Humira, have taken on RA and come out on top, setting new personal bests for previously difficult tasks.

The Shoelace Mailer accompanying the campaign was designed to give customers an experience that highlighted the difficulties RA can pose, getting them to reconsider what remission actually means for patients on a day to day basis. The aim was not to elicit a direct response as such, but rather to raise awareness of the brand that could later be discussed with sales representatives.

The campaign conveys a sense of confidence that comes from knowing that, even with RA, living your everyday life is still an achievable goal with the help of Humira. As part of the campaign, the Shoelace Mailer dramatises the fact that with RA, daily tasks can become Olympian in their difficulty.

Tying into the sporting theme of the campaign, this engaging and interactive direct mailer was created in the form of a trainer and was finished with shoelaces that required untying by customers before the message inside could be read. Its ability to physically engage customers in a way that places them in the shoes of their patients, asking them to consider what remission really means for them, makes this a fresh and thought-provoking take on the traditional mailer.

The mailer was sent out to all core customers (1,332 Rheumatologists and Rheumatology Nurses) at the start of 2013.

•334 Healthcare Professionals (Rheumatologists and Rheumatology Nurses) reported receiving the Shoelace Mailer.

•14% increase in patient features influencing prescribing decision (from previous year).

• 76% of HCPs noted their use of Humira would stay the same or increase in next 3 months (compared with previous 3 months).

• 40% spontaneous HCP recall of efficacy with Humira (remission is an outcome of efficacy).

• HCPs reported that the shoelace mailer was difficult to open, helping them reconsider what remission really means for patients on a day to day basis.