Healthcare professionals –primary care physicians and rheumatologists. The campaign provided an impactful hook into a deeper medical story that was appropriately pitched for this audience’s level of education and understanding.

None.

Subverting the chemical process causing gout to instead crystallise a three-dimensional scaffold of a gout patient, turning this misunderstood condition against itself by externalising its hidden nature and creating a dramatic visual representation that’s impossible to ignore.

A real, physical, life-size crystallised model of a gout patient was created using 4,000 kg of magnesium sulphate and served as a platform for the gout patient in whose likeness it was created to come face to face with a side of his condition he hadn’t known about.

This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site and accompanying documentary film revealed bite-sized information, which then dropped into a deeper medical story.

The EULAR Congress, 14-16th June 2017, marked the European launch of the CHANGE GOUT campaign. This integrated launch, to 14,308 participants from 130 countries in Madrid, included an interactive branded booth exhibit showcasing a touch-screen version of the website, campaign film, iPad detail aid and leavepiece. The centrepiece to this exhibit, the real-life crystallized model of our patient's head (due to the delicate nature of the crystal formations, transporting the entire sculpture was not possible). Allowing delegates to experience first-hand the results of the science experience behind this campaign and see the dramatic, hidden consequences, of uncontrolled gout. Since its initial launch, a planned launch roll-out across Europe has been initiated utilising an extensive, integrated launch toolkit of materials, inline with individual markets launch strategies. Upon its completion, the CHANGE GOUT campaign will have launched in 15 countries.

In the first 8 months, the website attracted 250,000 unique views and 14,000 unique views of the documentary, and average visit times were close to three minutes.

In addition to the targeted audience, the innovative way the website experience brought the content to life was picked up by the design community and shared extensively through design blogs and organically through social media on Facebook, Twitter, Reddit, VKontakte (Russia), and Naver (Korea). Helping take a low priority and often misunderstood condition into public debate.

The Change Gout campaign included a digital film, a website, iPad detail aid, HCP and patient leavepieces, conference collateral (templates for symposium posters, symposium invites, speaker briefing document, agenda notebooks, proceedings booklets, meeting evaluation forms, meeting emails, exhibition panels), print (pull up and nomadic banners, scientific slide kit), and brand book.

Target was healthcare professionals across Europe. Primarily primary care physicians, as well as rheumatologists, who are often the ones responsible for the treatment of this condition. The vision of the CHANGE GOUT campaign was to ensure market readiness for the launch of a new treatment, the first innovation in the treatment of Gout in over 20 years. To drive a paradigm shift in the treatment of gout by changing howthe world sees a condition, that since medieval times, has been portrayed as a lifestyle disease causing bouts of pain in fingers and toes with entrenched apathetic attitudes and often ineffectual treatment regimes.The approach taken was to launch the CHANGE GOUT campaign 6 months prior to the launch of the new treatment in each of the key 15 European markets, with launch readiness KPIs that needed to be achieved in each market prior to the new treatment's launch.