Redefine haemophilia
CLIENT: F. Hoffmann-La Roche
AGENCY: Havas Lynx Group
AWARDS: PM Society Gold
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Haemophilia can be a difficult condition for patients to manage. Even though they grow up learning to infuse themselves from a young age, many still struggle with adapting their lifestyle to manage their condition as they get older, which can affect their wellbeing, mental health, and relationships.
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Our Redefine Haemophilia campaign aimed to tackle these issues in a way that was meaningful to young, male patients.
Relationships with haemophilia
Research showed that among young men with haemophilia, their sex life was a source of worry. After all, if vigorous exercise can cause a bleed, well... you get the picture.
We set out to create a video series, based on real patient stories and medical insights, about how to navigate a love life with haemophilia. Using those cheeky emojis the peach and aubergine, we crafted these gorgeous stop-motion videos to support patients with advice about how to handle conversations with romantic partners.
Memes for Haems
Unfortunately, the difficulty in talking about haemophilia doesn't end in a patient's personal life. Many also found it a struggle to discuss some of the more personal aspects of how their condition affected their lives, feeling that they were too embarrassed to talk about them, or that they were trivial.
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We also found that lots of patients were using humour and memes to talk about their condition online. Thus, Memes for Haems was born. Using patient and medical insights, we developed a simple game that took the anxiety away, and made it easier for patients and HCPs to have meaningful conversations, and ultimately support better treatment outcomes.
Redefine Haemophilia
All our activities were housed on the Redefine Haemophilia website. Medical information played a strong role in developing content that would provide young patients with information and support on topics from mental health, pain, exercise, travel, and more.
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The site even included a meme generator so patients could express how they felt in an accessible way that worked for our young audience.
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