Healthcare professionals attending EASD, a 3-day international diabetes congress.

Specifically general practitioners, nurse specialists, and jaded physicians who needed motivation to proactively manage type 2 diabetes.

The film opens with Samantha, a young woman, being diagnosed with type 2 diabetes by her physician. Once this is established, the title 'The Time is Now' signifies the beginning of her journey through life with the disease. The film continues in beautiful, flowing sand art, highlighting Samantha's life landmarks – her young child, going on holiday, and with her grown-up family and new grandchild. All the while, a mysterious orange circle follows her throughout. At the end, it is revealed to be her diabetes treatment, Galvus. This treatment, and it's early prescription, has ultimately helped Samantha live a full and rewarding life, free from complications.

All content regarding the disease or patient opinion had to be medically accurate and fully substantiated.

People today are being diagnosed with type 2 diabetes younger and younger. They have more time to live with the disease, so unless doctors step up their treatment now the impact later in life could be devastating.

This was the focus of Novartis’ new campaign for GALVUS, a tablet used to treat diabetes. Our challenge was to get healthcare professionals to act now and intensify treatment before it’s too late.

To illustrate the importance of treating early with GALVUS, we told a positive story using sand, a substance that perfectly represents time.

By creating something uplifting, captivating and powerful we showed HCPs that a patient can live a fulfilling life with diabetes and GALVUS - and that life was truly in their hands.

The use of sand was also relevant because the global campaign we created featured a sand timer.