In 2018, Biogen Healthcare Solutions, an entity of the laboratory specialising in neurological treatment, launched a new, global, digital solution in order to optimise the support of patients suffering from multiple sclerosis: Cleo (Aby in the USA).
An application that responds to real needs identified by patients which has different functions: a chat module with certified nurses, a smart journal to monitor the patient's health condition and development of the disease, video well-being programmes especially designed by professionals, and editorial content and news about the disease.
A question therefore arises: how can patients suffering with multiple sclerosis be convinced to adopt Cleo?
Our idea: A Life Of Greatness.
Daily life with multiple sclerosis is made up of small challenges and great victories. It’s a hard life, where simple daily tasks can become insurmountable mountains. In order to overcome these challenges, patients require assistance. This assistance is Cleo.
This reality comes to life in the digital film of an international, multi-channel campaign. An emotional voyage that plunges us into the heart of a day in the life of a woman courageously overcoming all of the challenges linked to her illness, the application establishes itself as true daily companion.
The campaign was designed with the help of a patient suffering from the illness who was able to support and advise the actress by providing her with details of her daily life. This collaboration enabled the actress to get as close as possible to the reality that patients face.