Assignment: Create a branded HCP campaign for a new rheumatoid arthritis treatment from GSK, the first treatment of its kind to focus not just the physical symptoms of RA, but on the little understood emotional symptoms as well.

Strategic Problem: For a rheumatologist, RA is a disease of the joints. Symptoms beyond the joint are just not on their mind. When a patient complains of feeling depressed, the rheumatologist thinks “of course you’re feeling depressed, your joints hurt”. We needed a way to not only help rheumatologists understand that there are emotional symptoms to RA, but that now there was a treatment clinically proven to treat those exact emotional symptoms.

Creative Solution: When we want to know how someone is feeling, we look at their face. When a rheumatologist wants to know how someone is feeling, they look at their joints. It’s this simple insight that formed the backbone of our campaign. By reimagining the world of the RA patient, we hoped to challenge rheumatologists to rethink how they approach treating that patient—and to rethink what effective RA treatment really looks like.