The medical cannabis market is booming. More and more scientific evidence highlights the potential of this individualized treatment for improving the quality of life of many patients, because it can relieve a wide range of symptoms and pathologies. These include chronic pain, palliative care and multiple sclerosis, among others. However, legislation differs from country to country. read more
The medical cannabis market is booming. More and more scientific evidence highlights the potential of this individualized treatment for improving the quality of life of many patients, because it can relieve a wide range of symptoms and pathologies. These include chronic pain, palliative care and multiple sclerosis, among others. However, legislation differs from country to country.
As Europe's leading CNS pharmaceutical company, Neuraxpharm has launched with its partner Panaxia an innovative range of full-spectrum medical cannabis extracts for oral and inhalative administration, which they already market in Germany and soon will launch in the Czech Republic and Switzerland. They plan to launch in more European countries as they legalize their use.
We have been in charge of defining the new brand platform for Neuraxpharm’s medical cannabis division, including the creative strategy, the tagline “Change for health”, the creation of the commercial, print ads, digital communication and multiple sales and awareness materials.
With the "Change for health" campaign, the pharmaceutical company wants to promote a paradigm shift in society. The campaign encourages health professionals, patients, governments and the general public to rethink their preconceived ideas about cannabis and to consider it as an effective and individualized treatment option. Ultimately, a change of mindset will lead towards a change in patients' health.
The campaign will be implemented on a European level, starting with Germany, Czech Republic and Switzerland and will be extended to more countries as legislation evolves. read less
The centerpiece of the campaign is the commercial "Turn". It is based on a deeply rooted insight in our society: Many people are currently turning their back on medical cannabis. However, in doing so, they also turn their back on millions of patients who urgently need an alternative solution to relieve their symptoms or pathologies. The commercial revolves around this idea. read more
The centerpiece of the campaign is the commercial "Turn". It is based on a deeply rooted insight in our society: Many people are currently turning their back on medical cannabis. However, in doing so, they also turn their back on millions of patients who urgently need an alternative solution to relieve their symptoms or pathologies. The commercial revolves around this idea.
Backed by an emotive soundtrack, a diverse group of patients seen from behind represent the most important diseases that can be treated with medical cannabis. They do so through movements inspired by contemporary dance, an artistic language that enables us to represent pathologies that are normally hidden, in an elegant way. Then all the patients turn around and represent the relief of the diseases. At the end, the group walks forward, representing a change of mindset towards medical cannabis. All this happens in a neutral space that highlights the human side of the dancers. read less
As a pharmaceutical company with more than 35 years of experience, it was important to find a communication code for our medical cannabis that would maintain Neuraxpharm's pharmaceutical positioning and differentiate us from other medical cannabis companies. At the same time, an emotional and patient-focused approach was key to connect with our target audiences. Krieen's strategy struck this balance and their creative approach won us over from the start.
With the aim of creating a memorable impact in medical magazines, we created a print ad that brings the essence of the video to live on paper. Using 2 pages, we involve the reader by inviting them to “turn the page” and see how the people on the ad “stop turning their backs on medical cannabis”. Ultimately, “turning the page” represents the change of mindset towards medical cannabis.
The campaign will be running in Germany and Switzerland in several medical, pharmaceutical and business magazines.
Medical cannabis has a long way to go and we are doing everything we can to provide patients with unmet needs with an effective and safe treatment alternative. The "Change for health" campaign helps us differentiate our value proposition among our competitors and, more importantly, we want it to contribute to the evolution of our society and ultimately help millions of patients improve their quality of life.
Under the same campaign umbrella we created a number of sales and awareness materials that help Neuraxpharm explain the potential of medical cannabis to their different stakeholders, including healthcare professionals and pharmacists. All materials convey the patient-focused approach of the campaign through unique visuals of the dancers carefully selected for each topic.
In order to help Neuraxpharm’s stakeholders better understand the world behind medical cannabis, we created a short booklet presenting 6 myths about medical cannabis and the truth behind them. It is a highly practical piece of communication to quickly understand the topic.
Understanding medical cannabis is not easy. It requires the comprehension of a number of different concepts that are new for many people, also doctors. To promote the knowledge about medical cannabis we created a series of crosswords that contain the most important concepts of the field. These crosswords will be handed out to healthcare professionals, pharmacists and patients, as well as used on fairs.
For many people medical cannabis is still a very sensitive topic surrounded by prejudices. Our aim with this campaign is to get people to rethink their perception about cannabis and to debate. We need a change in society and a change in legislation, which will lead to a change in the health of many patients.
Take a look behind the scenes of the production of the commercial “Turn”. We have worked with "The Cast Barcelona", together with the film director Joan Gil. The soundtrack was composed by the musician Marc Martín and performed by the soprano Sara Bañeras.