RETHINK THE SEQUENCE CAMPAIGN
CHALLENGE
SOLUTION
For decades, oncologists treated certain types of prostate cancer first with an ARPI (androgen receptor pathway inhibitor), then chemotherapy. My clients at Novartis manufactured PLUVICTO, a targeted therapy that was recently approved for use before chemo. In a work stream they called “Challenging Conventions,” we were tasked with developing a launch campaign for PLUVICTO that aimed to do just that: challenge the conventional behavior of oncologists, such that they would wait to prescribe chemo until after PLUVICTO.
The “Rethink the Sequence” campaign was born from the idea that we wanted not to bash chemo - a therapy that oncologists were familiar with, had prescribed for decades, and would ultimately need to return to - but to promote PLUVICTO’s use between one ARPI and chemo. We took a surrealist approach, depicting an oncologist amongst gigantic books. The oncologist is pushing aside the dated books labeled “1 ARPI” and “CHEMO,” revealing the PLUVICTO “V” and the associated hope for improved patient outcomes. The campaign puts the oncologist front, center, and in-control as they make room for PLUVICTO at the appropriate time in their treatment paradigm.
