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SYCAMORE Video Storyboard

by Lucid Group for AbbVie Global Medical Affairs Uveitis

Summary of work

Uveitis occurs in around 15% of children with juvenile idiopathic arthritis and can result in lasting visual impairment or even blindness. Current treatments are burdensome to patients and carry significant side effects, particularly in children. Our client needed a simple but memorable way to inform her colleagues globally about the first randomised controlled study with adalimumab in this condition, while including the perspective of the principle investigator and raising awareness of condition, unmet need and patient perspective. Working closely with the principle investigator, we developed a green-screen animation that combined a scientifically accurate animated patient with narration by the expert to highlight the study design, key datapoints, and most importantly, the impact to patients. Utilising a succinct script, delivered in naturalistic style by the expert, with key points visually emphasised by the animated patient, we were able to educate a diverse internal audience on a complex study in a new indication while putting the benefit to patients front and centre.

Judges' comments

SYCAMORE is med ed as it should be – effectively combining the patient perspective with clinical detail, and making the most of the video medium.


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SYCAMORE Video Storyboard - by Lucid Group for AbbVie Global Medical Affairs Uveitis

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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.