Xgeva | Manny award 2022 (Best digital HCP campaign)
And there is more to come with being a finalist for: MM&M, Creative Floor, and the New Yorker Festival Global Awards!
When it comes to treating bone complications that can arise when cancer spreads to the bones, HCPs pick the path of least resistance and prescribe the cheaper—and less effective—generic treatment. They just don’t see the value of XGEVA. In order to change how HCPs perceive the value of XGEVA, first we needed to change the way they perceived the value of their patient’s bones. The bones are the foundation of everything we do. And as such, they tell a story about who we are, what our dreams are, and what keeps us going.For a person battling cancer, those things are so incredibly important. They provide the motivation to get up and fight every day.
Adakveo/GenerationS: MM&M Award 2021 (Use of Social Media — Paid)
Sickle-cell disease is a crushing diagnosis. Mainly impacting people of African descent, patients can feel forgotten and discouraged. And with painful vaso-occlusive crises, those with SCD are often dismissed and stigmatized as drug seekers. Through the campaign, the first branded pharma effort on TikTok, Adakveo gave them both the opportunity to express themselves and build a movement. Working with professional dancer/entertainer Stephen “tWitch” Boss, it invited users on TikTok, Facebook and Instagram to join in the Do U Dance Challenge. And by sharing and tagging others, it brought people with SCD out of the shadows.
