Committing to Global
Health Progress


Campaign design

The International Federation of Pharmaceutical Manufacturers and Associations (IFPMA) is the global sector association for the research-based biopharmaceutical industry. They facilitate collaboration, dialogue, and understanding within the industry and with global players in the health community.

We partnered with the IFPMA to mark its 50th anniversary with a campaign showcasing global health progress over the last 50 years and calling upon the industry to commit to working in deeper partnership for the next 50.

Working in collaboration with the IFPMA’s strategic partner SustainAbility, we designed a suite of communications materials including a flagship report, interactive microsite, highlights reel and supporting marketing materials articulating the contributions of the research-based biopharmaceutical industry to improving people’s lives.

Our approach was to take the report findings and personalise them to give them greater relevance to the widest possible audience. We proposed the creation of seven ‘transforming lives’ stories using individual experiences to represent the progress made to date as well as imagining a future of healthcare where progress continued at its current pace.

These stories chart breakthroughs across seven focus areas including vaccines, HIV/Aids, neglected tropical diseases, cancer, cardiovascular disease, diabetes and hepatitis C. Furthermore the report identifies four trends and challenges for the future calling on industry to rise to the challenges to health security ahead.

Keen to avoid the oft clinical and stark aesthetic predominant in the sector we sought to create a more relatable tone of voice for the brand with a strong human core. We developed a visual aesthetic loosely based around the look and feel of a researcher’s notebook. A combination of typewriter and handwritten typographic styles were combined with a mix of graphical and photographic elements to create a subtle journal feel to the materials.

The campaign launched on the occasion of the 71st World Health Assembly in May 2018 in Geneva and has since been viewed by more than 10,000 people globally.