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Excellence in Patient/Consumer Health Programmes

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Winner

Living Like You

by Creation for Novartis


Summary of work

Living Like You

‘Multiple sclerosis (MS), also known as disseminated sclerosis or encephalomyelitis disseminata, is an inflammatory disease in which the insulating covers of nerve cells in the brain and spinal cord are damaged.’1

Hold up. You’re a woman in the prime of your life, with kids, a husband and a fast-paced job. You’ve just been told you have MS. And this is what you find when you search your condition online.

There’s an abundance of static, scary information and symptom checklists. What’s missing is real, honest information about what it’s like to live with MS, what it’s like to work with MS, how to explain it to children, or what sex with your spouse will be like.

In 2014, Novartis Pharma AG created Living Like You, a global community driven by patients, for patients. We’ve partnered with leading MS bloggers around the world. We’ve let them advise, direct and develop content. Real, raw and relevant stories that the MS community needs.

Activated through social media with content like ‘Sh*t people say about MS’ and ‘Sex and the Sclerosis’, we’ve changed the MS experience, to create a new kind of advocacy: advocacy for a life after diagnosis.

1 http://www.disabled-world.com/health/autoimmunediseases/ms/

Judges' comments

This was a refreshingly bold and brave campaign, which really broke new ground to encourage open and real discussion. This initiative was built on a robust patient insight and a solid strategy, with tangible outcomes. The website has fabulous and relevant content which has sparked interest and debate.

 

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