European Federation of Pharmaceutical Industries and Associations (EFPIA)
The debate around the price of medicines has become loud, one-sided, and framed through the lens of ‘price in isolation’. As long as the debate is framed in this way, the pharmaceutical industry will struggle to be anything other than the ‘bad guy’, putting price barriers in the way of access to life-changing medicines. The challenge was to find a way to re-frame the terms of the debate, moving away from the idea of ‘price in isolation’ to helping people grasp the idea of ‘value in context’. Importantly, we sought to focus the debate on the life-changing value of innovative medicines to patients and their families, healthcare systems and society.
Medical innovations and ground-breaking treatments don’t just happen. A single new medicine is the product of thousands of teams, working across hundreds of companies, investing time, money, hard work and dedication. Yet this side of the story is rarely told. Harnessing this thought, we developed a powerful campaign strategy and creative platform #WeWontRest
This campaign focused on the vision, passion and tireless commitment that individuals within the biopharmaceutical industry bring to researching and developing life changing new medicines.
Through close collaboration with EFPIA’s member companies and associations, the campaign is running in 27 countries and 18 different languages. The campaign has seen many of the world’s biggest pharma companies get involved sharing their own #WeWontRest innovation commitments. Collectively these pledges act as tangible proof of the industry’s commitment to changing lives.