Jazz Pharmaceuticals wanted to let oncologists know that it is developing a new HER2 inhibitor that can be used to treat gastrointestinal cancers.
Special Report: Healthcare Marketing Impact Awards
How Jazz Pharmaceuticals used art to raise awareness for a gastrointestinal cancer drug
Jazz Pharmaceuticals wins Print/Out-of-Home Campaign of the Year, bronze, suppliers/vendors/pharmaceutical companies, Healthcare Marketing Impact Awards 2024
One of the posters placed around the American Society of Clinical Oncology GI conference in San Francisco to raise awareness for the new drug.
Credit:
Jazz Pharmaceuticals
HER2, often associated with breast cancer, is a protein that helps cancer cells grow quickly and is therefore targeted in treatments. Jazz worked with Area 23 to create a series of out-of-home posters using the term “HER2.0” to show that the drug could also be used to fight gastrointestinal cancers.
Eight versions of the posters were placed at and around the American Society of Clinical Oncology GI conference in San Francisco, which took place earlier this year.
The posters showed a reimagined gastrointestinal tract featuring the term “HER2.0” using different art styles, including 3D rendering, hand drawing and blown glass.
