On World MS Day, May 30th, N365 and the pharmaceutical company Biogen launched “När Livet Vänder.” It is an initiative tailored for social channels with the aim of raising awareness of the neurological disease multiple sclerosis.
Around 20,000 people are living with MS in Sweden today. It is a chronic disease that affects the central nervous system. The symptoms differ from person to person, depending on which part of the nervous system is affected.
People living with a chronic disease like MS must learn to cope with an uncertain future. How to do this is of course very personal, but Biogen hopes that this initiative will inspire people with MS, other chronic disease or those of us who, regardless of medical diagnosis, experience an uncertain future in a time of global unrest.
The “När Livet Vänder” initiative features Jenny and Malin, who have both lived with MS for over 10 years. They share their experiences of the disease, the challenges of everyday life, but also what gave them strength when life suddenly took a new turn.
“World MS Day is an important day to raise awareness of multiple sclerosis. Through the ‘När Livet Vänder’ initiative, we hope to spread knowledge about multiple sclerosis and what it can mean to live with MS. It can also be a source of inspiration for those who feel that life has taken a detour, a new turn or when they feel anxious about the future,” says Krister Sandström, Head of Sweden at Biogen.
Together with Biogen, N365 developed the concept, which consists of two editorial sites, tailored for the public and healthcare professionals respectively. These are filled with inspiring and educational articles and films about MS. To reach a wide audience, the content was tailored for social channels and advertised on Facebook, Instagram and LinkedIn.
“The content in this campaign was fact-checked by medical experts to ensure good quality. Through this initiative, Jenny and Malin tell us about their everyday lives, which we hope will inspire others,” says Gabriella Brunlid, Head of Corporate Affairs, Biogen. She continues to say that:
“Biogen has had a good experience with N365 from previous campaigns, but this is the first time they have been commissioned by us here in Sweden. N365 have been professional and smooth. It has been valuable to exchange thoughts and ideas about the initiative during the course of the work, but above all, they quickly learned the disease area and were genuinely interested in the patients’ own words and perspectives,” says Gabriella Brunlid.
Malin and Jenny were portrayed during a full day of filming at N365’s studio on Birger Jarlsgatan in Stockholm. They told their stories and discussed the challenges of living with MS.
“No form of media is better at evoking emotions than film. We wanted to convey a picture of how tough everyday life with MS can be and how people with MS cope with the problems associated with the disease. But above all, that you can live a good life with this disease, as Jenny and Malin are great examples of,” says Johan-Petter Bekken, video producer at N365.
N365 was responsible for the strategy, production and distribution of the campaign from start to finish; idea generation, content and distribution strategy, article production, video production (script, shooting, technical, stills, editing and post-production), media buying, optimization and reporting.
Link to editorial site for the general public: https://secamp.n365group.com/nar-livet-vander/
Link to editorial site for health professionals: https://secamp.n365group.com/nar-livet-vander-hcp/
Gabriella Brunlid, Head of Corporate Affairs Biogen
Sara Ohlsén, Client Manager N365
Ellinor Björkman, Editor N365
Johan-Petter Bekken, Video Producer N365
Biogen discovers, develops and delivers innovative therapies for people living with serious neurological and neurodegenerative diseases. Founded in 1978 by Charles Weissmann, Heinz Schaller, Kenneth Murray and Nobel laureates Walter Gilbert and Phillip Sharp, Biogen became one of the world’s first global biotechnology companies. Today, Biogen has the leading portfolio of drugs to treat multiple sclerosis and the first approved treatment for spinal muscular atrophy. Biogen provides the first and only approved treatment to address a defined pathology for Alzheimer’s disease (provided in the US but not yet approved in Sweden). Biogen is also commercializing biosimilars and is focused on developing the industry’s most diversified pipeline in neuroscience that will transform care for patients in multiple disease areas.
Below is one of the films from the production, in which Jenny tells her story with MS 👇🏻