Healthcare > Pharma: Product or Service Promotion
McCANN HEALTH, London / MERCK / 2019
Overview
Credits
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
Rebif is a prescription medicine regulated under European law; the most restrictive pharmaceutical promotional regulations in the world. To adhere to these regulations, we had to be careful not overpromise what Rebif can offer patients, and all claims need to be backed by an up-to-date evaluation of all the evidence.
Describe the target audience and why your work is relevant to them.
Neurologists treating MS are always looking for treatments they can trust. Rebif was already a well-established MS treatment, having helped countless patients live the life they choose. The pregnancy label change provided a new opportunity to support patients and neurologists, by opening up the conversation about family planning.
Write a short summary of what happens in the film
The film shows a series of snapshots of women, getting on with their lives, doing whatever it is they choose. Whether that be going for a morning swim, powering through a physiotherapy session, a working mum doing the school run, a long shift at a nonstop job, or even having a baby; each woman is living her life with a fearless determination and strength. Each snapshot is accompanied by titles, written in the first person, which highlight the strengths that make them unstoppable.
We then revisit each hero, with a proud portrait shot, as the titles reveal what they all have in common; they all have MS. But they won't let their condition get in the way of their plans, even if those plans include starting a family. The film ends with a group shot of our heroes, standing together, fearless and strong, united by the titles; ‘We are unstoppable’.
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