IPHA launches its Innovate For Life campaign 2024

Let’s give every patient in Ireland the chance to create new memories. 

• Pfizer, Novo Nordisk, Roche and AbbVie feature in IPHA’s campaign which highlights how, because of new life-enhancing medicines, people have been able to create new memories – from the mundane to really special.

Wednesday, 16^th October 2024

The Irish Pharmaceutical Healthcare Association (IPHA), which represents the international research-based biopharmaceutical industry, has launched a new campaign consisting of films and podcasts documenting the personal stories from patients who, because of new medicines, were able to experience moments in their lives which otherwise wouldn’t have been possible. Innovate For Life, which is in its sixth cycle, is the industry’s digital campaign demonstrating the impact of medicines innovation.

This year the campaign consists of photo montages of moments – both mundane and special – from the lives of patients which were possible because of new medicines. These are accompanied by podcasts from these same patients telling their personal stories.

The campaign, featuring four international biopharmaceutical companies with a presence in Ireland, centres around:

1. Pfizer’s work towards the cancer moonshot goal and how clinical trials can accelerate these breakthroughs. Featured is Patrick who, because of a successful cancer clinical trial, won’t miss a single precious family moment. During the podcast we hear Patrick tell his story to Pfizer Country Medical Director Orlaith Gavan, who also explains Pfizer’s cancer moonshot goal and the importance of clinical trials.
2. Novo Nordisk has a long history in the development of medicines to treat chronic disease. Featured is Carmel who, since 1997 when she was first diagnosed, has experienced firsthand how new treatments have significantly improved her management of type 1 diabetes. She speaks to Professor Fidelma Dunne in the podcast on how new treatments have given her a sense of freedom and improved her quality of life.
3. Roche’s scientists are committed to finding new treatments that reduce the burden on patients with retinal diseases, which are a leading cause of sight loss. In these films Mary tells her story of how, because of access to new medicines, she can continue to be independent and enjoy doing what she loves most. During the podcast she discusses with Neil Ward, Fighting Blindness’ Head of Advocacy and Communications, how new medicines in ophthalmology can mean the difference between people losing and keeping their sight.
4. AbbVie’s researchers are driven to ensure that migraine sufferers have the option of new treatments that can help them live full lives. Featured in this campaign are Jen and Leona who, because of advanced migraine medicines, have both been able to experience more of life’s important little moments. In the podcast, they openly share their experiences of how migraine once impacted their lives – on being a mother, on their careers, on their relationships – and how transformational their treatment has been.

Eimear O’Leary, IPHA’s Director of Communications and Advocacy, said:

“This Innovate For Life campaign is aimed at telling the personal stories of innovation and how new medicines can literally change the trajectory of someone’s lives. Unfortunately, patient care in Ireland is not as good as it could be. IPHA believes that every patient in Ireland should have fast and fair access to the latest treatments available. To give them a chance at creating new memories, like the people featuring in these films.

“This campaign illustrates why IPHA are calling for a New Medicines Pledge to be adopted by the next Government– where doctors can have the right medicine available for prescription for their patients at the right time; where the number of clinical trials in Ireland are doubled; and where there is a levelling-up of care for patients with rare diseases.

“We are very grateful to the film’s eight-member cast who shared their personal stories and brought to life the impact of new medicines.”

Please see more about the campaign here and across all our social media channels. The first film, the Hero film, is now live and the others will launch over the coming days and weeks. The IPHA General Election Manifesto can be accessed here.