International campaigns are always adapted locally and follow local guidelines. As a rule, all these materials are ABPI compliant or similar. The materials are only for healthcare professionals and not for public viewing.

Copaxone is a once-daily injection for multiple-sclerosis, a condition that slowly robs you of your strength and ability to control yourself physically. It’s main competitor is once-weekly oral treatments, that patients prefer taking to the injection, but do come with nasty side-effects that the patients really don’t like – for about two days a week, you feel really tired with flu-like symptoms. The advantage of Copaxone is that you can keep hold of your energy and remain active, day after day after day.

In the campaign we chose to show the events of that day in the patient’s life by imprinting a snapshot of that day onto the sole of their shoe, like tread. The headline makes it clear that in addition to that great day, this patient can already look ahead to the next potential adventure, tomorrow.

This international campaign ran all over Europe and included 5 different ad executions, above and below-the-line printed and digital materials, and a conference stand.

Reposition Copaxone as a first line treatment for patients who wanted to stay active and therefore increase sales.

Also, the EU local markets all used different campaigns with inconsistent messaging. There was therefore an opportunity to create a campaign that would be used by all the local markets and achieve consistent Copaxone messaging across Europe.

The campaign focuses on different patients’ good days by showing that days experience imprinted on the sole of their shoes.

The headline was written carefully to suggest that the patient will also feel well enough to have another good day tomorrow – ‘That was today, where to tomorrow?’ This eludes to the consistency of Copaxone and the idea that the patient will not need to worry about the uncertainty of treatment.

The campaign was showcased at the biggest international MS congress – ECTRIMS.

ECTRIMS delegates voted Copaxone the most interesting booth.

All 25 EU local markets loved the campaign and rolled it out for their local market.

Sales – 16% higher than the same time the previous year [market grows at just 3% pa].

First line prescribing almost doubled (11% Q4 2012 compared to 21% Q4 2013).

We came up with the idea that MS patients could achieve more with Copaxone by creating the concept of everyday energy.

We were faced with a challenge and an opportunity:

- Local markets were using old launch materials and a mix of different concepts which lacked clear brand positioning. This challenged us to create something consistent and novel which would excite local brand managers and encourage them to implement this campaign in their markets.

- Most MS treatments cause flu-like symptoms which sap patients’ energy. However, Copaxone is well tolerated allowing patients to make the most of every day. This gave us an opportunity to reposition Copaxone as the first line treatment option for patients in whom staying active was the priority.