SITUATION: A prostate cancer diagnosis is different for every male with each individual requiring different needs. Astra Zeneca developed a unique program delivering a tailored approach for individual needs.
APPROACH: We created unexpected and provocative imagery to amplify empathy and start a conversation between company and doctor with the message – a treatment as individual as they are.
OUTCOMES: The campaign reinvigorated the brand by demonstrating the relevance of a tailored prostate cancer partnership between drug manufacturer, doctor and patient.
