Finalist
Meet the MPN 10
by Havas Red Health for Novartis
Summary of work
The symptoms of myeloproliferative neoplasms (MPNs), a rare type of blood cancer, are not easy to distinguish - especially as people tend to be diagnosed later in life (50+) when lethargy and aches and pains of ageing, become more commonplace. As such, cases are going undetected too long and diagnosed patients can live with uncontrolled symptoms longer than necessary.
Our challenge was clear – to educate and inform patients, caregivers and the general public about the symptoms of MPN blood cancers and help them differentiate between these and common signs of ageing.
To bring something so rare to the attention of the masses would need a bold approach.
Leveraging ‘mystery’ as a theme to engage and aid memorability, the overarching campaign creative was conceived with a cluedo-esque style whereby the 10 key symptoms are personified as characters. Collectively these symptoms are known as the MPN 10, and our mission is to blow their cover.
A physical exhibition of giant 3D numbers decorated by leading street artists became the focal point of the campaign. Targeted digi and social content deliver messages to a broad audience and an augmented reality (AR) element connects the physical and digital components to drive awareness and action.
Judges’ comments
This entry had a strong digital and artwork element – the sculptures were impressive. The judges felt it would have been hard to deliver this in a rare disease area and highlighted symptoms very well. The roadshows around the UK worked well.
