ALPD
Award: Shortlist
Shortlist / Pharma / Experiential / 2024
Hypophosphatasia (HPP) is an evasive disease that does whatever it takes to stay in the shadows. Alexion Pharmaceuticals needed to make
HCPs more suspicious of symptoms and low ALP, a smoking gun for HPP diagnosis. So, we created an immersive investigation that took
HCPs inside the body and into the hunt for HPP. HCPs could personalize their experience by entering their name/photo to see themselves
as the hero, a 1st for health. But that was only the beginning. HCPs worked alongside ALPD detectives to visit crime scenes and uncover
clues. Now HCPs can’t help but keep their eyes peeled for HPP.