Janssen: Unveiled!

Pharmaceutical firm Janssen�s Unveiled campaign in Slovakia urged the government to increase healthcare investment, and changed the public narrative around novel cancer drugs.

Treating blood cancer has long been clouded by a negative narrative

  • Thanks to innovative medicines, blood cancer is no longer a death sentence.
  • It is well treatable.

  • In Slovakia, however, innovative medicines have long been seen only as expensive costs, backed by greedy pharmaceutical companies.
  • Media stories of cancer patients in Slovakia have been built on a negative narrative:

"Cancer patients have to beg for innovative drugs!"

"Patients are selling houses to afford expensive treatment!"

"A cancer patient can only survive thanks to a very expensive innovative- treatment. She is asking for help through a public fundraiser."


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