IPHA Launches Second Wave Of The ‘Innovate For Life’ Digital Campaign

Posted on September, 02 - 2019

The second wave of ‘Innovate for Life’, a digital-first campaign aimed at telling a value story about the impact of medicines, launched across social media channels this week.

Two more films are now live - ‘Westport’ which tells profiles the community impact of Allergan in County Mayo and the story of psoriasis patient Caroline Irwin whose life has been transformed by new treatments.

Innovate for Life’ is organised into three distinct pillars - ‘The Places’, ‘The Patients’ and ‘The Pioneers’. ‘The Places’ captures the industry’s economic impact in communities in Cork and Westport. ‘The Patients’ profiles the human impact of medical innovation told through patients’ eyes. ‘The Pioneers’ celebrates the new science behind the latest treatments and cures.

The campaign is captured in a mini-documentary, with six film ‘cutdowns’ and a selection of captioned still images. The stories illustrate the depth of the impact of the originator pharmaceutical industry on Ireland’s society and the economy.

In Westport, Allergan provides jobs for almost 1,300 people, making it the largest industrial employer in Mayo. It is a strategic site in Allergan’s global network and, for four decades, the town has benefited from the presence of a major employer. Earlier this year, Allergan announced a €65 million capital investment in the Irish operations, including in Westport. AbbVie recently announced that it would buy Allergan.

For Caroline Irwin, the future is much brighter after finding new treatments that help her to manage her skin condition. For decades, she has suffered from psoriasis - a common skin condition that speeds the life cycle of skin cells, causing them to form scales and red patches that are itchy and often painful. Now, Caroline can lead a normal life and she is helping to give hope to other patients as an advocate for the Irish Skin Foundation.

Bernard Mallee, IPHA’s Director of Communications and Advocacy, said the response to the campaign so far has been highly engaged. “This second wave, profiling the stories of Westport and Caroline Irwin, adds the latest narrative layer to a campaign that seeks to build reputational value for the industry by answering a simple question: what is the impact of an industry like ours on people’s lives, in their communities and in the workplace as experienced by the people themselves? If we can help bring that story out through this campaign, we’ll have done the industry some service,” said Mr Mallee.

The hashtag for the campaign is #InnovateForLife. The campaign is running across IPHA’s Facebook, Twitter, LinkedIn and YouTube channels.

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