Social / Campaign

ABPI - Demanding Better Access To Medicines

An emotive campaign showcasing the pharmaceutical industry is committed and determined to provide better access to vital, new medicines and treatment options for UK citizens.

The Challenge

The UK's global standing in life sciences and timely medicine access are genuinely threatened. With public trust wavering (only 33% trusting pharma), our mission was clear: prove the industry isn't just researching, it's fighting for better health. We needed to create a campaign that was part public education, part system rallying cry. 

The Smart Thinking

We couldn't shy away from the hard stuff. The UK spends less on medicines, trials are harder to start, and patients wait longer for new treatments. Our bold strategy? Show the industry isn't sitting back but is actively working to:

  • Boost investment for wider treatment access.
  • Restore the UK's global lead in clinical trials.
  • Speed up access to vital, new medicines.

The campaign wasn't just about changing minds; it was about demonstrating an industry that is committed to improving the health of every UK citizen.

We used visuals that humanised the pharmaceutical sector and emotive storytelling across video, audio and carousels to help build awareness and foster a deeper understanding of the industry’s role in society, aiming for better public perception and trust overall.

The Results

The campaign ran across the UK and delivered 131% more impressions and 477% more video views than projected. We saw very good video view rates and delivered over 20 million impressions across platforms including YouTube, Meta and Acast.

5m
video views
2m
unique users reached
26%
view rate

Next Project

  • Health/
  • Campaign/
  • Film

IPHA - Innovate for Life

Ireland plays host to companies developing some of the most ground-breaking innovations in modern medicine. But a lot of people, including policymakers, don’t know about the innovation happening on their doorstep. Our job was to tell that story.