Finalist
Meet the MPN 10
Summary of work
Myeloproliferative neoplasms (MPNs) are rare types of blood cancer. Symptoms are easily disguised as people get older – especially as diagnosis tends to be 50+ when lethargy and aches and pains become more commonplace. As a result, cases of MPNs can be missed while people already diagnosed are living with uncontrolled symptoms.
Our challenge was clear – put MPN blood cancer on the map. And more specifically, spotlight symptoms so the wider public are aware and people affected, or at risk, can differentiate between MPNs and the common signs of ageing.
To bring something so rare to the attention of the masses would need a bold approach.
Leveraging ‘mystery’ to grab attention and create intrigue amongst our demographic, we crafted an experiential campaign with a cluedo-esque creative. Each of the 10 key symptoms were personified as a “whodunit” character -known as the MPN 10. Our mission – to expose them.
Bridging the physical and digital worlds, an exhibition of giant 3D numbers decorated by leading street artists became the focal point of this multi-channel campaign, with targeted digi and social content delivering messaging, and an augmented reality (AR) experience connecting viewers of the exhibition with the digital web platform, to drive awareness.
Judges’ comments
This was an engaging, well-executed campaign that felt exciting, with a good tactic and a good campaign idea of bringing the symptoms of MPN to life through art as described by patients, with ten sculptures, each representing one of the ten symptoms. There was innovative use of augmented reality instead of 3D and the judges liked the creativity of the approach and the aim to be disruptive.
