UCB has a biological treatment for rheumatoid arthritis and they needed to generate an awareness campaign for the disease.

There was moments in the life of the rheumatoid arthritis' patients that vanish with the progress of the disease. Simple moments as holding a cup or writing a letter disappear. We needed to make the audience feel how this moments vanish to engage with the campaign and generate awareness of the importance of early detection and effective treatment.

Print, digital, online and offline actions were made the generate awareness about rheumatoid arthritis. The campaign was delivered in three steps:

1. Expectation campaign (Healthcare professionals and staff)

2. Launch and information campaign (Healthcare professionals, staff and patients)

3. Conclusión and activations (Healthcare professionals and staff)

We start with the question "What are the most special moments in your day to day?" after the audience tell us in the mailing and sales rep campaing, we told them back: Imagine that special moments begin to vanish in your life... and start the conversation with a series of prints and giveaways. In the rheumatoid arthritis international day, the staff of the company was part of an activation: A coach put them a metallic gloves on and while he gave them a speech about the disease, invited them to hold small and daily use objects. After the activation, postcards about the disease and treatments were given. With the patients, we send postcards and brochures about the importance of keep their treatments and the efforts of UCB for creating new options to keeping their quality of life.

All the company staff were sensitized about the impact of the disease in the patients life and after the activation day, 90% of the business unit staff were part of the RA national congress as volunteers to give healthcare professionals the speech and information needed about Cimzia, the company brand to treat rheumatoid arthritis. The healthcare professional audience is now aware of the emotional side of the disease and after we create that emotional link with the brand, Cimzia increase the top of mind level in 200% in the healthcare professionals, putting the brand in a new level of prescriptions.