The challenge

Tell a different story about the pharmaceutical industry to reframe the terms of the debate around the price of medicines and reestablish its value and values.

The bold idea

A single new medicine is the product of hundreds of people. Tell a positive human story which focuses on the passion, vision and tireless commitment of people working within the pharmaceutical industry. Put value in context, demonstrating the transformational benefit of this incalculable effort to patients and their families, healthcare systems, drug discovery and society.

The results

#WeWontRest achieved an industry first when it became the only pan-European pharma campaign to unite thousands of people across competitor organisations behind a single message that demonstrates the industry's tireless commitment to innovation and places value at the heart of the story.

A far-reaching, digitally-led campaign, #WeWontRest currently spans 27 countries and 21 languages. To date it has reached 41 million people, bringing the stories of the people behind the research and development of life-changing new medicines to a new audience across Europe, Australia, Canada and South America.

In addition, #WeWontRest is championed by 32 multi-national pharma companies, both externally and internally, to build patient and employee awareness and advocacy.

#WeWontRest continues to grow and evolve, gathering almost 450 personal pledges from pharmaceutical industry leaders and EFPIA members companies, each sharing their own commitment to innovation across print, digital, social, events, TV and radio.

We can do this for you too

We love working with brands that want to outsmart their competitors. If that sounds like you, let’s talk.

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