New ‘Innovate For Life’ films explore how innovation today can transform all our lives tomorrow
- Amgen, MSD and Gilead feature in IPHA’s campaign that demonstrates the promise of science through animation style storytelling.
Thursday, 14th September 2023
The Irish Pharmaceutical Healthcare Association (IPHA), which represents the international research-based biopharmaceutical industry, has launched new films documenting how innovating in new medicines today can provide Irish patients with a healthy and happy future.
The films are part of Innovate For Life, the industry’s digital campaign demonstrating the social and economic value of medicines innovation. This is the fifth cycle of the campaign which is aimed at raising awareness of how the biopharmaceutical industry is constantly striving to find new technologies and treatments to improve the lives of patients today and into the future.
The films this year use both animation and Talking Heads to tell the story of how patient’s lives will be positively affected in the future due to breakthrough in medicines development today. The animation is created by Dublin based illustrator Dermot Flynn.
The campaign features three international biopharmaceutical companies with a strong presence in Ireland – Amgen, MSD and Gilead. The Hero film is fully animated, telling the story of how one man’s life, and that of his mother, daughter and extended family, has been positively impacted by advances in science.
This is complimented by a series of short documentary-style Talking Heads films featuring expert contributions from clinicians, patient advocates, researchers and scientists. These partner films tell the stories of:
- Amgen’s advances in generative biology which is a revolutionary approach to drug discovery, leveraging machine learning and AI to design novel protein therapeutics. Generative Biology is a game-changer with the potential to dramatically shorten the time it takes to develop drugs, reducing costs and getting them to patients who need them most, faster.
- Gilead’s commitment to continued scientific innovation in virology, providing solutions for the evolving needs of people affected by HIV around the world. Their philosophy is to end HIV for Everyone, Everywhere, with pioneering work being undertaken in the company’s only Global Paediatric Centre of Excellence based in Dublin.
- MSD prioritising breast cancer research and working to invent a world where cancer isn’t just treated but it is potentially cured. Triple Negative Breast Cancer (TNBC) is a subtype of cancer which, until now, was difficult to treat. However, MSD is proud to be delivering innovation in oncology which is helping to extend the lives of people living with TNBC and other cancers.
Eimear O’Leary, IPHA’s Director of Communications and Advocacy, said: “Innovate For Life is aimed at everyone who is curious about the future of innovation and of where science and technology can lead us. Researchers and scientists globally, and here in Ireland, are constantly looking at how we can extend lives and provide people with happy and healthy futures. Innovation in medicines development is galloping ahead, in a constantly changing landscape. For this year’s campaign we want to show what is possible in the future due to work underway today. We are living in a golden era of innovation which will benefit us all tomorrow. We are very grateful to the film’s six-member cast who shared their personal stories and their hopes for the future.”
Please see more here and on our Facebook, LinkedIn and Instagram channels. The first film, the Hero film, is now live and the others will launch over the coming weeks.
-ENDS-
For queries contact:
Eimear O’Leary, IPHA Director of Communications and Advocacy
086 397 1653 | eimearoleary@ipha.ie
