Brand: ABBVIE GREECE
Agency: PHOCUS AGENCY
Due to the fact that the Pick the Pencil campaign ran from 31st May 2017 to 31st December 2017, the campaign's website is no longer accessible to the pubic.
For the purpose of this entry and in order to provide the jury access to the website he have created a password, which needs to be entered upon following the link. (Login: piasetomolyvi, Password: 2q7bCsVwxFf30zr)
Many patients with Rheumatoid Arthritis experience difficulty in completing even simple, everyday tasks, such as picking a pencil and writing challenge, served as the inspiration for the campaign's concept. The Pick the Pencil campaign aimed at raising awareness of the importance of early diagnosis of Rheumatoid Arthritis by informing the public about the challenges many patients face in their everyday life. The campaign's two main objectives were raising awareness of early symptoms and informing the public that the Rheumatologist is the proper specialty to diagnose the disease.
To this end, the campaign was designed to provoke public engagement and active participation in the digital environment.