— PROJECT NAME
Every Part of Her World
— PROJECT TYPE
HCP Campaign Refresh
— ROLE
Group Copy Supervisor
— CLIENT
AstraZeneca
— DATE
March 2023
The Problem
Systemic lupus erythematosus (SLE) doesn’t just target one organ—it disrupts the entire body, compromising multiple systems and, in turn, multiple aspects of a patient’s life. Yet many rheumatologists approach treatment symptom-by-symptom, focusing on isolated relief rather than addressing the disease as a whole.
This fragmented perspective leads to a “whack-a-mole” approach, where patients remain trapped in cycles of partial treatment and ongoing burden. The challenge was to reframe SLE management, positioning Saphnelo as the complete, system-wide solution.
The Strategy
Show that to truly help patients, HCPs must think beyond symptom suppression and address the total impact of lupus. By visualizing life with SLE as a fractured world—and then positioning Saphnelo as the therapy capable of restoring it—we could inspire rheumatologists to see the value in treating the whole patient, not just parts of them.
The Idea
Whole System Relief for Every Part of Her World—a visual metaphor transforming the patient’s life into a dynamic, three-dimensional cube, each surface representing different aspects of her world: health, relationships, work, and joy. The cube’s varied textures and environments reflect the many ways lupus affects a person’s existence, while Saphnelo is positioned as the singular treatment capable of improving all dimensions.
The Execution
- Hero Visual: A Rubik’s Cube–like world composed of natural, domestic, and personal life scenes, rotated to show balance and restoration.
- Headline + Subline: “Whole System Relief for Every Part of Her World” reinforced the idea that Saphnelo treats across all organ systems, delivering comprehensive improvement.
- Target Audience: Rheumatologists already prescribing biologics but still defaulting to symptom-based care.
- Emotional Layer: The imagery taps into the lived experience of SLE patients, making visible the hidden toll lupus takes beyond the clinical markers.
- Educational Layer: Positioned Saphnelo as the first and only SLE treatment to target IFN-1 activity, reinforcing its uniqueness and capability to address the disease systemically.