Finalist
RoActemra - The Children's Champion in sJIA
Summary of work
Affecting up to 3,000 children across the UK, systemic juvenile idiopathic arthritis (sJIA) is a condition for which there is limited or no awareness among the general public. With the European Commission approval of RoActemra, the first ever treatment to be approved specifically for the condition, this campaign sought to increase the awareness and emphasise the realities of living with the disease, among children, parents and even the medical community, raising the profile of sJIA and the new treatment available.
A creative consumer media campaign and excellent execution of the regulatory announcements secured media coverage exceeding an audience reach of 83 million, ensuring significantly greater awareness of sJIA and its management.
Judges’ comments
With systemic juvenile idiopathic arthritis (sJIA) affecting just 3,000 children in the UK, driving engagement in such a difficult disease category was a real challenge. This team was clever in the way they leveraged insights about the disease’s impact, came up with a lovely creative element and then made strong choices of media partners. Overall this was a real feat of logistical preparation and co-ordination that delivered great results.
