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Innovation in Healthcare Communications

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by Bedrock Healthcare Communications for Celgene

Summary of work

Video ethnography carried out for a client by Bedrock identified that many patients with psoriasis and psoriatic arthritis become isolated form the healthcare system, whilst still suffering symptoms. Our client wanted to develop creative communications for a range of internal and external stakeholders to make sure they cut through the noise in this busy disease area.

‘Edutainment’ is the delivery of education through innovative and entertaining formats and, as experts, Bedrock proposed that our client use a short fictional film, a medium that can drive empathy and connect with a wide range of audiences.

Millefeuille – the first pharmaceutical-sponsored fictional film – tells the story of Élodie, a French woman living alone in London who has all but given up on her career as a pastry chef. Struggling with the effects of psoriasis and worsening psoriatic arthritis, Élodie one day meets Holly – the girl next door who, full of life and ambition, changes everything.

Millefeuille was an incredibly ambitious project, and used established stars such as Anne Parillaud to ensure professionalism. The film has won an independent award and exceeded engagement expectations with over 930k social media impressions. Bedrock has recently launched another film for the same client.

Judges' comments

Millefeuille was an ambitious entry with an impressive level of detail. The judges felt that a lot of thought and insight had gone into the film, and the use of long-form movie was innovative for the sector. The judges particularly praised the fact that the project had won film awards, indicating the quality of the final product as a film in its own right. It is something the industry can be proud of.


Tabatha: The Think.Act.Breathe Asthma Chatbot - by Cohn & Wolfe for Boehringer Ingelheim


Millefeuille - by Bedrock Healthcare Communications for Celgene

Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

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