Winner
My CLLife: Conversations about living well with CLL
Summary of work
Chronic lymphocytic leukaemia (CLL) is the most common chronic leukaemia in adults over 55. In 2019, AbbVie developed My CLLife in collaboration with four leading UK blood cancer charities, to help those affected by CLL to better navigate, and cope with, the complex nature of the condition. In 2020, AbbVie wanted to further its support of the CLL community.
Based on insights that there remains a reported lack of emotional and psychological support for CLL patients, we collaborated with PAGs to create supportive content that brought the CLL community to together, openly sharing the challenges patients face on a day-to-day basis. Educational and supportive content for patients – by patients.
We created Small Things, Big Difference, a vibrant booklet full of quirky and heart-warming anecdotes, practical tips and coping mechanisms for living well with CLL and Our CLL Stories, a first-of-its-kind, self-recorded film sharing four very different, but equally inspiring stories from CLL patients. Filled with moments of laughter, frustration, uncertainty and some very enthusiastic living room 80s aerobics. Both assets showed that whilst CLL can knock you off your feet, it is possible to live a full and happy life with the disease.
Judges’ comments
My CLLife was novel and incredibly effective. It had clear objectives, was authentic, well-conceived and well executed. We particularly liked the community feel and the way that the programme served the community during COVID. It was very creative, with good partnerships. We were particularly impressed by the honest approach and real sense of emotional attachment.
