This video was designed to educate healthcare professionals as to the influence that living with schizophrenia can have, both on the individual that has been diagnosed with the condition, and the impact that schizophrenia can have on the patient's family, friends and loved ones. The aim of this animation was to leave any watching healthcare professional with the message that Takeda was a leader in this market, and a company that truly understands the human reality of the condition.

There is a general prohibition on the advertising of prescription-only medicines to the public.

It is also prohibited to advertise unlicensed medicines. In limited circumstances some factual information can be disseminated before a licence is granted, such as the provision of pricing information to relevant administrative staff for the purposes of budget planning. In addition, the prohibition on advertising unlicensed medicines does not prevent the provision of a factual answer to an unsolicited question about an unlicensed medicine, provided the response is balanced and non-promotional in nature.

All advertisements for medicines must also comply with quality standards. For example, advertisements must:

- comply with the particulars listed in the summary of product characteristics

- present the product objectively without exaggerating its properties and encourage the rational use of the product

- not be misleading

- not state or imply that a product is "safe"

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Advertisements for medicines directed to persons qualified to prescribe or supply must convey all the key information from the summary of product characteristics including the name and classification of the product, a list of the active ingredients, licensed indications, side-effects and contra-indications, and dosage and method of use.

If the advertisement is directed at treatment of a particular group of patients, for instance children, the advertisement should contain all the relevant information from the summary of product characteristics for that particular group.

Whilst most people are familiar with the concept of schizophrenia, the wide-ranging symptoms and impact of this condition remain a mystery to many.

This innovative story debuted at a medical education congress in Barcelona in 2013. Our client was keen to highlight the emotional impact schizophrenia has not only on patients, but also on family, friends and loved ones. In order to make this a memorable and impactful experience for viewers the true story of Terry, the father of a young man suffering from schizophrenia, was reinterpreted as an animation. The starkness and simplicity of this film highlighted the struggles of diagnosis and the pursuit of the correct treatment, through to the present day and the reality of living with schizophrenia for Steve. Showing this journey from darkness to light proved a poignant reminder of the importance of continuing to improve understanding and treatment of this condition.