The Pharmaceutical Research and Manufacturers of America (PhRMA) has launched the next phase of its Go Boldly campaign, titled "Together," featuring the stories of researchers and patients who are benefiting from ground breaking research in areas like Alzheimer’s Disease, cancer and heart disease.
The new phase of the campaign has been created by WPP's health and wellness group in conjunction with Y&R and will run across TV, print and digital. The series compliments the recent "Do Not Go Gentle" campaign that featured the the iconic poem by Dylan Thomas.
The first video features Brian, who has Alzheimer’s disease, and Samantha, a scientist researching new treatments for Alzheimer’s. Brian talks, with emotion, how he might not benefit from the breakthroughs in Alzheimer’s research. Meanwhile, the camera shifts to Samantha, the scientist, who also speaks with determination that “in her lifetime" she will make sure she brings forward a cure for Alzheimer’s.
Another set of advertisements feature Matt, who is living with stage IV lung cancer, and Ted, a cancer researcher. The final set released today features Nicole, who has a family history of heart disease and is now battling the disease herself, and Paul, a heart disease researcher.
The series will also highlight the stories of patients and scientists living with and fighting hepatitis C, type 1 and type 2 diabetes, multiple sclerosis, amyotrophic lateral sclerosis (ALS), depression, juvenile rheumatoid arthritis (JRA), HIV/AIDS, breast cancer and organ transplant rejection.
“The series "Together" spotlights an all too often overlooked relationship in biomedicine—the direct link between industry scientists and the patients whose lives are positively impacted by novel therapies developed in the lab,” said Stephen J. Ubl, president and chief executive officer of PhRMA. “It is the resolute work of industry scientists like Samantha, Ted and Paul that has enabled such incredible innovation and brought us into this new era of medicine.”