Our story and interviews will integrate into content online around treating patients and supporting people going through chronic conditions. While it is from Teva, it is focused on the people who helped make the film – people who use their talents in various ways to lift the spirits of people are dealing with illnesses, as well as on the story of a woman going through chemotherapy – delivering stories people want to hear, rather than talking from the brand.

• Situation

Humanizing Health is a yearly award program designed to recognise initiatives that

improve the experience of patients, beyond medical care.

• Brief

We needed to develop a global digital campaign to:

1. Drive awareness of the Teva brand in general and of Humanizing Health specifically

2. Invite organisations and other relevant stakeholders to submit nominations

• Objectives

Build on Teva’s brand recognition and caring tone of voice

Increase awareness and number of entries for the Humanizing Health awards

Humanizing Health is an award program from Teva Pharmaceuticals. It is designed to recognise and support initiatives that go beyond medicine alone to improve life for people with chronic conditions – from gardens for dementia patients, to walking football games for people with COPD, to makeup lessons for burn victims.

We wanted to bring to life the importance of these initiatives in a real and moving way. So we collaborated with people who use their talents to perform in hospitals and asked them to help us create a film.

The film is about a woman going through chemotherapy, finding it tedious, gruelling and sad. She is surprised during her session by a show, which cheers her up temporarily and helps her forget for a moment about her treatment.

‘Putting the care into healthcare’

Our strategy was to bring to life the ‘care’ aspect of healthcare; to show why it is such a vital element and how support beyond medicine can transform the patient experience – ideally in a therapy area in which Teva is particularly involved e.g. oncology

Online and across social media channels (Facebook, Instagram, LinkedIn)

Too early in the campaign to know the outcome.

There are no restrictions as we are not advertising a product.

We needed to reach people involved in initiatives that help patients in non-medical ways. Collaborating with hospital performers to create The Chemo Show meant our audience heard from people doing similar activities in social interviews, and saw a film highlighting the importance of their work.