Bristol-Myers Squibb and Pfizer, the world’s two most authoritative Pharma companies, have chosen P&U for their strategic and creative campaign on Atrial Fibrillation (AF), which effectively goes beyond traditional communication in the Pharma industry.

The challenge to be faced

A health prevention topic such as Atrial Fibrillation (AF) can be very sensitive and may arouse a negative reaction in the public. The goal of the campaign, but also its challenge, was to raise awareness on this matter by reaching a very broad target and creating impactful interest, while avoiding any alarm or feelings of fear and “rejection” this may trigger among the population.