The audience for this campaign was solely HCPs treating cancers relevant to Levact. These clinicians are most receptive to new information at conferences, when reading journals and in one to one meetings with representatives. These three elements therefore were the main focus of our campaign.

The film was shown in Europe at locally initiated meetings. As Levact is a prescribed medication they compiled with European law and therefore can only be advertised as an ethical pharmaceutical product to Healthcare professionals.

The film is used to engage the audience and bring the visual technique to life. The central installation was created from 3500 objects bought from local cancer charities; once the project was complete these were returned for further profit.