Thinking long term
There was a time where doctors adopted a palliative approach to the treatment of multiple myeloma. Over the last decade, however, new treatments have substantially increased survival expectations. Yet doctors still think of some relatively fit people with mulitple myeloma as having only a year or so to live, which can lead to their under-treatment. This campaign was designed to challenge that viewpoint and, at the same time, position Celgene as experts in the treatment of the condition.