Finalist
RA: Join the Fight
Summary of work
To gauge the level of rheumatoid arthritis (RA) knowledge in patients living with the disease, AbbVie collaborated with a steering committee of global RA experts to commission the largest global RA patient survey to date. With the growing economic burden of healthcare worldwide, especially on patients with chronic conditions, being knowledgeable about their disease and how best to manage it may help patients manage their own conditions within the potential limitations of the economy and environment. Equipped with survey results, AbbVie launched a disease awareness and education campaign, RA: Join the Fight, to elevate the understanding of RA and encourage RA patients to work with their physician to develop a management plan. Countries developed and implemented local approaches from the global data and maximised results, including partnering with media and advocacy groups, to increase impact of the programme. While survey results provided the foundation, the campaign’s focus on patient education was highlighted through several global and local activities, including a multidisciplinary advisory committee, global launch event, Patient-Physician Discussion Guide and online platform. Through RA: Join the Fight, AbbVie reignited conversation around RA through online, social and traditional media, helping elevate awareness of the condition among local stakeholders across the globe.
Judges’ comments
The breadth and depth of this campaign deserves recognition. It was a massive global undertaking that was both well-managed and well-thought-through. It leveraged social media to gain, and demontrate, local market engagement.
