PHARMA
SITUATION: Genetec's chemotherapy drug Perjeta has shown proven efficacy on shrinking breast cancer tumors. HOWEVER, it can only be used with patients who have NOT had breast surgery, AND who are HER2+. UNFORTUNATELY, many oncologists and the surgeons to whom patient were referred didn't know about the conditional factors, and proceeded with surgery. THEREFORE, too many women lost the opportunity for Perjeta. OUR JOB was to inform oncologists, and moreover to serve up an "interrupt" to breast cancer surgeons which would inform and encourage them investigate a patient's status before surgery, and refer eligible women to an oncologist first. Along with reminding to check HER2+ status, the campaigns made use of—among other tactics—conceptual headlines referencing images which morphed a prescription-writing pen into a scalpel, with the message to "Use this instrument first".