Alexion Pharmaceuticals
About Alexion Pharmaceuticals
The work made for Alexion Pharmaceuticals runs to 4 verified projects since 2023 — mostly Campaign, Video and Brand. Most of it comes from 3 teams, including Edelman, Ogilvy and Jamute. The people who work most often on Alexion Pharmaceuticals projects include Felipe Braz, Leck Gomes and Gabriela Alberti.
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Broken Records
Ogilvy UK’s “Broken Records” campaign for Alexion addresses the lack of awareness around Hypophosphatasia (HPP), a rare genetic disorder often leading to delayed diagnosis and treatment. The work transforms hospital radio stations into a targeted educational channel by reviving the 1950s “Roentgenizdat” technique, pressing a song about HPP symptoms directly onto discarded X-rays of broken bones. These “records” were distributed to over 200 volunteer-run hospital radio stations across the UK, where they were played to encourage patients and doctors to discuss symptoms. By combining craft, sound, and context-driven media placement, the campaign delivered a highly targeted health message with zero media spend.
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