Challenge Accepted is the first campaign in healthcare that takes the form of a "television" show. As a 6 episode comedy/reality series, it breaks the ice on psychosocial issues that aren't often talked about in the hemophilia community - one episode at a time. The pilot episode we are submitting is called "Indulge", featuring celebrity chef Graham Elliot, host Justin Willman (from Magic for Humans and Cupcake Wars), and a real family dealing with the challenges of hemophilia.

SITUATION: Hemophilia is a bleeding disorder. Advancements in medicine have made strides on the physical part - but emotional and social issues continue on, unaddressed. For caregivers, it can lead to divorce. For patients, it can lead to unemployment, isolation, and broken relationships.

BRIEF: Provide a brand experience bigger than medicine. Our task: Address the very real, very serious psychosocial challenges our medicine can't treat.

The challenges this project should cover:

-Taking care of the caregiver

-Aging with hemophilia A (40% all US hemophiliacs died in the AIDS epidemic. So there has been little precedence for getting older)

-Sibling rivalry (strained relationships from the "sick" kid getting all the attention)

-Dealing with anxiety and sadness

-Finding a career

-Trying new things

OBJECTIVE: Break the ice on these unspoken, unaddressed issues in the hemophilia community.

The assignment was to create a brochure. But by understanding the value our audience places on entertainment - we proposed that the best way to take these issues on would be in the form of a show. One that would be entertaining enough to compete for their attention against YouTube, Netflix, and Fortnite.

Challenge Accepted is a reality/comedy series that takes on the unspoken issues of hemophilia. Each episode features a host (Justin Willman from Netflix's Magic For Humans), a guest (someone with hemophilia facing a specific challenge), and a coach (an expert who can help). For this episode, “Indulge”, coach Graham Elliot - a famous American chef from shows such as "Top Chef" and "Master Chef" - helps Mark and Jessica (caregivers) learn to make time for themselves, for the health of their relationship. By cooking, eating, and indulging together.

Challenge Accepted (the series) is based on the insight that even when people with hemophilia have their bleeds controlled, the social and emotional issues don't go away.

Why? Sometimes they legitimately don't realize the connection between their disease and these challenges. Other times, they suppress or handle them alone.

With a 70% divorce rate in rare disease, the strategy for "Indulge" is to get caregivers of boys with hemophilia to make time for each other, and take care of themselves. Without that, families can fall apart due to the pressures (social, financial, stress-related, guilt) that come along with caring for kids with rare/genetic disease. Comedy/reality was a strategic choice. Comedy and entertainment have an innate ability to break the ice and start a conversation. Real patients/problems makes it relatable.

Implementation: Anyone who's ever worked in pharma can empathize with how difficult (and unlikely) this was to pull off in such a regulated environment. The format and tone were unique. The budget (under 100K per episode) was challenging. Finding guests with the right stories (in rare disease) is also incredibly tough. Securing celebrities, from famous chefs (like Graham Elliot) to Emmy winners like Alex Borstein (Marvelous Ms. Maisel) to be in a "pharma" piece requires great content.

Timeline: Concept - October 2018. Script, approvals, securing talent - November/December 2018.

Six episodes in nine shoot days were spread out between January and early March 2019. Post production in parallel. Limited release, with live/virtual screenings in April.

Placement: Bryant Park Hotel Theater in NYC, and multiple hemophilia advocacy organizations.

Scale: Will be launching to general public on June 6th (Challenge Accepted YouTube channel). Starting with three episodes and releasing one/week, thereafter.

In rare disease, reach isn't measured in impressions. Reach is a very personal thing. The purpose of a limited release was to gain endorsement, and spread word of mouth interest/anticipation - starting with those engaged in the community, advocacy, etc. There is currently interest in including Challenge Accepted in hemophilia camps - which are important social and learning milestones in hemophilia culture. These are environments healthcare companies don't typically reach.

Engagement and excitement by those who have seen it, has been high. The most common response are the words "Thank you" and "Bingeable". It did especially well with families dealing with hemophilia, realizing that there was a lot to talk about. Saying now, they would. Concrete impact can't be measured overnight. These are deep seated social/emotional issues that will take time to overcome. "Brand love" measurement will be better understood at the ATU readout following wide release.