Live Life with ITP

by Havas Life Medicom for Novartis UK

Summary of work

Immune thrombocytopenia (ITP) is a rare, autoimmune disease that prevents the blood from clotting properly and can result in excessive bleeding and bruising due to a reduced number of platelets. ITP affects approximately 3,000-4,000 people in the UK and has a significant physical and emotional burden, with 72% of UK patients saying the condition impacts their energy levels and 60% reporting anxiety about platelet counts. Due to the rare and complex nature of the disease, limited information is available in the public domain and newly diagnosed patients report feeling confused, isolated and unsure how to manage their ITP. Furthermore, when ITP patients visit the haematologist, a large focus of discussion remains around plateletcount. Although platelets provide a vital measure of health, a person’s well-being is based on so much more than one value.

Co-created with the ITP Support Association and designed to nudge patients towards rethinking their ITP management, the ‘Live Life with ITP’ campaign successfully opened Patient-HCP conversations, with a focus on discussing ‘numbers that matter’, beyond platelet count. The power of peer-to-peer support was harnessed through powerful patient ambassador stories, including inspirational content from professional runner, Jonny Mellor, to help this underserved community to ‘stop counting, keep living.’

Judges’ comments

This entry was a great example of the kinds of partnership that can be achieved with patients, underpinned by a solid campaign phrase of ‘stop counting, keeping living’, which really struck a chord with the judges.