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Appealing to doctors on a rational and emotional level

Research concluded that a creative sea change would be imperative for Novartis Oncology’s biggest CML (chronic myeloid leukaemia) product to lead the market. Our big idea delivered what the competitors did not: a bold human element. Haematologists overwhelming responded to the ‘Faces of CML’ campaign because it challenged them on both a rational and emotional level – and questioned what matters most for their patients with CML.

Lobbying for a fair go
When growers don't act on a fact