ABOUT

Alexion is a global biopharmaceutical company focused on developing life-changing therapies for people living with rare disorders.

• There are about 7000 'Rare Diseases'
• A patient takes on average 4 years to get a diagnosis
• In Spain approximately 3 million people are suffering from a 'Rare Disease'

That's 3 million people having 4 years of life that go by without truly being able to live them. People are left waiting and in limbo, with time slipping by.

Alexion and FEDER work together for more visibility for Rare Diseases and more investment in scientific research to speed up the waiting time for accurate.

They wanted a TVC / campaign film and surrounding campaign activity to:

• Raise awareness
• Mobilize patients and society in general
• Draw the attention of decision-makers and political agents to the need for more investment and a more favourable scenario for scientific research

Creative Solution
INSIGHT

The average time for a patient of Rare Disease to get an accurate diagnosis is about 4 years; 20% of them, can take more than a decade.

This long waiting period is reported by many patients as "life passing by without them being able to live it".

IDEA

#AStepIntime is a campaign created to raise the visibility of Rare Diseases by showing people how patients feel throughout their long journey in search of a diagnosis. The film takes us into a timeline through a choreographed theatrical interpretation. In the story, we see the contrast between the life of a couple, where our protagonist is stuck in time without being able to live the simple and special moments of life with the one he loves.

Execution
The campaign was launched through Alexion and FEDER's Social Media channels. The main film directed people to a Digital Hub where they could give visibility to the campaign by donating their time through sharing it. In this Digital Hub, it was possible to view in real-time the number of hours donated through a counter.

Some influencers joined the initiative through a narrative connected to the campaign: they showed things they had experienced in the last 4 years, a period in which a Rare Disease patient was stuck in time. And in this way, they asked their audience to help give more visibility to the campaign, so that time could pass for everyone.

To raise awareness among healthcare professionals, decision-makers and political agents, the campaign included informative activations in hospitals and at the Spanish Chamber of Deputies.

Results
#AstepInTime has received recognition across broadcast, print and online media.

Reach:
- 2.4 million estimated reach across social and online news channels.
- 15.3 million Media Impressions.
-
Engagement:
- 61.4k interactions.


Coverage:
- 50 pieces of coverage across online news/ blogs (and counting)
- Online highlights included publications on News Agencies: Europa Press, EFE and EFE Salud.
- Broadcast interviews included 2 editions of 5TeleCinco TV Channel, ES Radio, OkSalud and Europa Press.