The Problem

Each day healthcare practitioners (HCPs) are sent an overwhelming amount of correspondence, from one page articles to 500 page medical guidelines. This trend is making it increasingly difficult for HCPs to find valuable information when they need it most.

Astra Zeneca wanted their internal representatives to adopt a new comms strategy - Omnichannel, a system that uses data to inform comms decisions, drastically reducing the amount of unnecessary comms sent to HCPs.

But how could we make representatives aware of the problem and drive them to change the way they’re working, without appearing accusational?

The Idea

Clinical trial data, research papers, guideline updates.

We collated a weeks worth of HCP correspondence and recycled, colour dyed, cut it up and paper crafted it into the very sets our narrative plays out in.

An animated campaign that employs a charming, tactile animation style to illustrate the problem in a more light-hearted tone, while highlighting the personalised ‘gold standard’ service of an omnichannel approach.

Experience

The film set was built using a week’s worth of HCP communications, turning the problem into a compelling storytelling tool.

The animation used familiar sounds –email swooshes, meeting reminders, and rustling paper – to create a relatable and engaging track.