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      Gold
      




      Daiichi Sankyo and Area 23   
      Focus Your Attack
      




      Acute myeloid leukemia has many mutations, but FLT3-ITD mutations are key drivers in disease progression. People with these variants are 3.5 times less likely to survive compared to those with other mutations. With a lack of ITD-targeted treatments, oncologists have opted for a pan-kinase inhibition approach. Recognizing the urgent need, the FDA pushed for an expedited approval of Vanflyta. However, oncologists remained unconvinced about a treatment specific to the ITD mutation.
      




      Looming in the background was that the ASH annual meeting and exposition, the largest gathering of hematology-oncologists in the U.S., was rapidly approaching and the ideal place to spotlight the new drug. While the launch had to highlight the new treatment’s efficacy, research revealed that messaging had to be sensitive, acknowledging that oncologists were doing their best with available therapies. Yet, it also had to educate them on why they should focus on the ITD mutation above other FL3+ AML mutations. If oncologists fail to see the difference, patients could lose their chance for longer survival.
      




      Enter the two-headed piranha fish. Partnering with Zombie Studios, Focus Your Attack relied on intricate, hand-drawn details of an eagle swooping down on the two-headed threat. Custom typography and headline treatment effectively direct viewers to the point of engagement, and the eagle is majestic. 
      




      At the trade show, the campaign drew strong booth traffic from a live/hybrid audience, sparking a 340% increase in prescriptions and a 90% increase in site visits. The campaign impressed the judges with its clarity and its success in breaking through at a big trade show.
      




      




      Silver
      




      Moderna, Pix Producers and TBWA\Health Collective   
      Spikevax That Body
      




      Communicating the benefits of vaccination to a world thoroughly tired of hearing about COVID-19 presented a considerable challenge. This campaign turned a brand name into a new action in people’s health routine, making it a call to arms and a statement of attitude. The upbeat tone and execution translated beautifully into social and influencer campaigns, helping to raise market share by 30% and vaccinating 22 million people. “This was a tough task given the cultural zeitgeist,” said one judge. “Yet this fun campaign found a new way to reach the target demographic.”
      




      Click here to view 2024 MM+M Award Winners.