IPHA’s new ‘Innovate For Life’ films tell ‘impact and value story’ for biopharmaceutical industry

Jennifer McCauliffe and Ellen Duggan of Takeda who were part of ‘Innovate’ For Life last year.

IPHA’s new ‘Innovate For Life’ films tell ‘impact and value story’ for biopharmaceutical industry

‘The industry has demonstrated real leadership in the global fight against COVID-19 through collaboration on research to dynamic supply chain responses, directly supporting the demands placed on the healthcare system and wider society,’ says IDA Ireland

Ireland’s international research-based biopharmaceutical industry is rolling out a new set of films that tell an impact and value story for medicines innovation as part of the latest edition of the ‘Innovate For Life’ campaign.

The campaign, #InnovateForLife, is a window on the world of medicines innovation right across the lifecycle – from discovery and development through to manufacturing and adoption by the health services. It is organised into three pillars – Patients, Places and Pioneers – capturing the economic and societal impact of the biopharmaceutical industry on patients’ lives, on communities, and on science and medicines development.

This year’s content is multidimensional, interlinking perspectives from scientists, manufacturing staff, doctors and patients. The films tell an evocative story about Ireland’s heritage in biopharmaceutical innovation and the new frontiers our companies are pushing to help raise healthcare standards.

The new stories, now being released on Facebook, Twitter and LinkedIn, focus on:

• Counting on a cancer breakthrough: Professor Owen Smith, a Consultant Paediatric Haematologist, OLCH, Crumlin, Dublin, explains how CAR-T cell therapy can produce an immune response in some children with leukaemia and some adults with lymphoma. The film is a two-hander featuring Professor Smith and Karen O’Neill, his former patient who had acute myeloid leukaemia. Inspired by her consultant, Karen is now a paediatric doctor, bringing the story full circle.
• The promise of science: At Novartis in Dublin, scientists are working on gene therapy treatments for inherited retinal conditions. Our story features Professor David Keegan, a Consultant Ophthalmologist, Mater Private, Dublin; Darragh O’Donovan, Clinical Scientific Expert, Novartis; Laura Brady, Head of Research, Fighting Blindness; and Audrey Derveloy, General Manager, Novartis.
• The impact of investment: In Sligo, AbbVie is a catalyst for new jobs and cures in the northwest. It is making medicines for the world and fuelling the local economy. Our story features Paul Deering, Editor of the Sligo Champion; John Ward, Managing Director, Ward Automation; Dr Jeremy Bird, Head of the Faculty of Science, IT Sligo; and Matt Kavanagh, Drug Product Operations Supervisor, AbbVie.
• Innovation in the rural economy: In Killorglin, Astellas is making an anti-rejection treatment used by organ transplant patients all over the world. In this rural part of south Kerry, innovation is at the heart of the community. Our story features Anna Pokojska, a kidney recipient and Transplant Games athlete; Louis Collins, Executive Director, Kerry Operations, Astellas; Fergus Foley, a local guesthouse owner; and Megan Staunton, Site Energy Lead, Astellas.

This instalment of the campaign has 11 pieces of film content. These are broken down into three long-form company-focused films, three shorter IPHA edits of these films, three promotional cutdowns of the IPHA edits, and a long and short version of the doctor/patient story.

Oliver O’Connor, Chief Executive of IPHA, said: “We are delighted to launch inspiring new content for ‘Innovate For Life’ – the campaign that draws together the many strands of our impact in patients’ lives, in communities across the country, and in science for the development of new treatments. During COVID-19, the role our industry plays in the economy and in healthcare is especially obvious. We are proud of our companies’ response to the pandemic – researching and developing vaccines and treatments, keeping manufacturing going, ensuring the supply of medicines, and supporting voluntary, community and healthcare organisations in their frontline work.”

Michael Lohan, Head of Life Sciences at IDA Ireland, said: “The foreign direct investment biopharmaceutical sector has a hugely significant impact on the Irish economy, with 34,000 people directly employed across all regions. It is the third-largest exporter of pharmaceuticals globally, accounting for exports of €70 billion. The sector has demonstrated a commitment to Ireland through continued investment, longevity and resilience. The industry has demonstrated real leadership in the global fight against COVID-19 through collaboration on research to dynamic supply chain responses, directly supporting the demands placed on the healthcare system and wider society. The ‘Innovate For Life’ campaign helps to tell that impact and value story – a powerful narrative for a consequential industry.” 

Audrey Derveloy, General Manager at Novartis (Ireland), said: “Our work in cell and gene therapy has the potential to yield breakthrough treatments for the central nervous system, the eye and the blood. We believe in the promise of these exciting new medicines, and we want to work in partnership with the healthcare system to provide access for patients in Ireland. Our scientists, in Dublin, are working on gene therapy treatments in these areas, offering hope for patients with a number of genetic conditions. We were delighted to be able to tell some of that story in ‘Innovate For Life’.”

Andrés Rodrigo, General Manager at AbbVie (Ireland), said: “AbbVie roots in Sligo stretch back more than four decades. Over time, our two separate sites have scaled as the world of medicines innovation turned. With that came demand for more people with new skills. IT Sligo has been key in helping us to source that new talent. We are a partner for Sligo’s economy. More than that, we have become part of the community. Our people in Sligo are supporting the global supply of innovative medicines in immunology, haematology and for Parkinson’s disease, to mention just a few. We are proud of their contribution to the economy and to society. We wanted to tell that story as part of ‘Innovate For Life’.”

Louis Collins, Executive Director at Astellas (Ireland), said: “For over 28 years, Astellas has been a significant part of the economy and community in Kerry. More than that though, we have helped to power Ireland’s export-led growth, keeping medicines manufacturing going during the pandemic. The work we do in Killorglin is vital for transplant patients all over the world. We are proud of our impact locally, nationally, and globally. As part of ‘Innovate For Life’, we are telling that story.”

The new films are rolling out across IPHA’s Facebook, Twitter and LinkedIn channels. They can be viewed on YouTube and on ipha.ie.

ENDS