Situation

Secondary Progressive Multiple Sclerosis (SPMS) currently takes years to diagnose. There’s no easy test for it. Instead, you must look for the subtle signs of progression. It’s why so many SPMS diagnoses get missed. And the longer they’re missed, the more irreversible brain damage patients suffer.

Brief

SPMS is a form of Multiple Sclerosis that damages the brain. Without treatment it only gets worse over time. We targeted Neurologists who aren't currently actively looking for the early warning signs of SPMS, compelling them to look for it, so patients with active disease don't suffer alone.

Objective

We needed to compel neurologists to look for early SPMS signs, such as cognitive decline by demonstrating just how damaging SPMS can be when left unnoticed and intreated.

SPMS is like a fire in the brain. The longer it is left unnoticed, the greater the damage being caused. We used burning candle photography and physical candles to communicate the irreversible brain damage that can be caused when SPMS is left undiagnosed and untreated. Because once cognition is lost, it won't come back. Our arresting imagery was supported by the line - Slow The Burn, a call to arms for Neurologists to actively spot the early warning signs of SPMS.

Our target audience were prescribing Neurologists in the UK. People that through covid had become distanced from their patients and needed reminding to look for the subtle signs of SPMS.

We targeted our audience through online, direct and in print advertising in leading neurology journals such as Medscape, BMJ - Practical Neurology, BMJ - Journal of Neurology, Neurosurgery & Psychiatry, WK - Neurology Portfolio, ACNR and Prescribing Practice.

Our media approach allowed us to reach 100% of British Neurologist members and gain 93K monthly impressions within the tight-knit neurology community.

The candle was created by using the latest 3D light-scanning technology. Capturing our patient with 0.1mm accuracy. The 3D mold was used to help sculpt our patient into a wax candle.

For the photography, we shot burning candles – matching them with portraits for lighting/mood. Texture blending, colour matching and candle re-shaping seamlessly integrated them with the model's head. We combined multiple plates to make the perfect mix of smoke/flame/glow. Composite wax drips show mind deterioration and add visual realism. The grade created a sympathetic mood and brought out natural candlelight tones.

This ongoing UK neurologist campaign targeted our audience in print, online, email and directly. Living in leading neurology journals such as BMJ, Practical Neurology, Journal of Neurology, Neurosurgery & Psychiatry to name a few.

Neurologists could now see the damage being caused by SPMS. Burning into their minds the importance of diagnosing and treating SPMS early.

- 93K monthly impressions within the neurology community.

- 100% of British Neurologist members reached.

- 584% increase in unique visits.

- 87% engagement rate online.