Challenge
Novartis faced the challenge of raising awareness among Chilean citizens about cancer patients’ right to survival, and the importance of maintaining their quality of life so they can spend more time with their families. Although treatment can extend survival time with good quality of life and prevent the disease from progressing, many patients don’t have insurance and can’t afford it.
Novartis and LLYC, together with the Chilean Association of Patients, created the campaign Tiempo de Vida (Life Time), a digital activation that gathers patients’ testimonies, infographics, and information about this issue. Moreover, Novartis shared the campaign Tiempo de Vida over social media, using the hashtag #TiempoDeVida to raise awareness of the issue.
Impact.
Thanks to this project, myelofibrosis (a type of bone marrow cancer) was included in the Ricarte Soto Law, a government program that covers high cost treatments free of charge. Anyone suffering from this condition can benefit from this law, which includes innovative therapies. Novartis shared the campaign with the hashtag #TiempoDeVida, and it was shared by over twenty major Chilean figures and influencers with thousands of followers, as well as over fifty repercussions in the media.
Alejandro Penagos, Head of Value, Access & Commercial at Novartis Oncology, said the "Tiempo de Vida" campaign fulfilled their expectations, times and deadlines, creating a significant impact on the quality of life of hundreds of people. In addition to the successful campaign and the visibility it gained, Penagos highlighted the bond with and commitment from stakeholders and interest groups. "The work by LLYC Chile was crucial in meeting Novartis’s goals".
Alejandro Penagos
Head of Value, Access & Commercial at Novartis Oncology
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