At EULAR the audience comprised rheumatologists and associated healthcare professionals working with patients with ankylosing spondylitis (AS). The audience on the Novartis YouTube channel is the general public but targeting patients with AS, carers of AS patients and healthcare professionals.

The animation follows the real-life story of ‘Peter’, a young man with AS. It describes his symptoms and how AS has a devastating impact on his everyday life – sleeping, movement, his studies and his social life.

It is Novartis policy not to show real patients but it is permitted to use their stories.

None.

We wanted the animation style to reflect the type of images that a patient might sketch in their own diary. The washes of colour, the scribbled notes are all designed to reflect potential diary content and help to add authenticity to the story.