We needed to be different for Teva to stand out in the transplant market and be a company that HCPs could see real value in.

HCPs are also people and that humour, and emotive messaging would affect them in the same way as everyone else.

We identified that there we 3 main barriers to people signing up:

• Nobody wants to think about their own death

• With modern lives full of distraction and demand there is always time to sign up later but later will often become never

• ‘It will never happen to me’ – people don’t think organ transplantation will ever be part of their lives

We need to create a campaign which would push through fatigue to get people signing up so that we could prove to our HCPs we had taken their challenge seriously and that we were more than just talk.