Deltyba is one of only two new antibiotics in 40 years developed specifically for the treatment of multidrug resistant tuberculosis (MDR-TB). The development and spread of strains of Mycobacterium tuberculosis (M.TB) resistant to isoniazid and rifampicin and to second-line drugs has been increasing to the point that it is now a global public health crisis. But, Deltyba has the potential to transform treatment outcomes and change the current standard of care in MDR-TB.

The creative idea is to communicate with HCPs in a way that positions them as the focal point of a wider community of stakeholders all working together to cure MDR-TB. We want HCP to see beyond individual patients and think that they are protecting the health of their nation with Deltyba.

The intention with the campaign was to stop people in their tracks, but keep the images positive and emotional. Hands were used as the visual link between pre-launch, logo and product communications and although faces were out of focus the eyes were key to the emotional impact. Using dark backgrounds across the campaign not only showed the flags brand colours to best advantage, it formed a strong background for the headlines which give visual link to the X-ray which is both key to diagnosis and monitoring treatment success. (TB is diagnosed as dark spots on the lungs).

The campaign has been released very recently, so no data is currently available. Overall impressions from the target audience have been collected during several conferences and confirms the success of the campaign with attributes like “very authentic”, “memorable”, “conspicuous”, “valuable” and “clear”.