Winner
Celebrating a Decade of Xtraordinary Impact in Prostate Cancer
by Earl Films for Astellas
Summary of work
One decade of XTANDI® (enzalutamide), one poem reconnecting employees with purpose, more than one “first” for the organisation.
In marking ten years of enzalutamide, a global standard of care in advanced prostate cancer, we set about understanding how a treatment’s length of time on the market shapes perceptions. Our research showed internal and external divergence, providing insights for an internal engagement campaign to re-energise colleagues and meet brand objectives. With a decade of clinical evidence and a fourth indication in earlier stages of prostate cancer, 2023 was the year we took a bold approach to disrupting the status quo.
In a first for Astellas, we used creativity through poetry to unlock emotional connectivity with the patient community. Our film TIME, the “hero asset” of our strategy, set a new standard in bringing the patient voice and experience into the organisation.
Results exceeded expectations:
- 100% priority market uptake.
- Highest uptake of a brand initiative across Oncology Business Unit.
- An organisational first for all International Markets and cross-regional localisation.
- Demand for external use (unintended) representing over 60% of priority markets.
- Supplemented by qualitative evaluation, TIME initiated a cultural shift within the organisation, contributing to enhanced appreciation of the value of creative communications.
Judges’ comments
‘Celebrating a Decade of Xtraordinary Impact in Prostate Cancer’ is an innovative and emotive campaign that exceeded its targets. The judges recognised the difficulty in giving energy to something that has been around for a while and were impressed by how strongly received the programme was. It had a powerful situational analysis, clear objectives, and was executed brilliantly.
