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Amgen cracked the ‘uncrackable’ and developed a new ground-breaking, first-in-class lung cancer treatment to target the KRAS mutation. But they recognised a key challenge. Pathologists weren’t yet testing for KRAS. Multiplex testing ensures all patients’ biomarkers, including KRAS, are captured, but this was a practice yet to be fully embraced over single-gene testing, resulting in new treatment options, including Amgen’s own upcoming therapy, being delayed.
Amgen came to us to create something to change pathologist and HCP behaviour.

Our challenge was to tell the emotional story behind the science to get pathologists to increase testing rates for the KRAS mutation. Once we’d digested the information, we applied our own audience insights. We knew the content needed to shine a light on pathologists as medical educators.

Five bite-sized, connected animated episodes were then created as part of an overarching narrative. With the voiceover laying out the unmet need and a bespoke score creating atmosphere, we witness a pathologist voyage through abstract landscapes – a metaphor for the active struggle to find biomarkers such as KRAS to provide a complete map of a patient’s biomarker status as soon as possible.

Annual 2022 ShortlistFilms to change the behaviour of pathologists and pave the way for new cancer treatmentAnimation Project featured: on 22nd June 2022 Contributor:

The Creative Engagement Group has been a Contributor since 25th November 2015.

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Films to change the behaviour of pathologists and pave the way for new cancer treatment

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