New ‘Innovate For Life’ films explore patients’ experience of living with disease and how science offers hope

Zoe Ryan, a broadcaster, describes in the campaign her experience of living with psoriasis.

New ‘Innovate For Life’ films explore patients’ experience of living with disease and how science offers hope

• Lilly, Amgen, Novo Nordisk and LEO Pharma feature in IPHA’s campaign that demonstrates the human value of medicines innovation through documentary-style storytelling
• Campaign ‘brings to life superbly well Ireland’s story in biopharmaceutical innovation and excellence,’ says IDA Ireland 

The Irish Pharmaceutical Healthcare Association (IPHA), which represents the international research-based biopharmaceutical industry, has launched new films documenting patients’ experience of living with disease and their hopes for a better quality of life through science.

The films are part of Innovate For Life, the industry’s digital campaign demonstrating the social and economic value of medicines innovation. This is the third cycle of the campaign which is aimed at raising awareness of the role of science in the development of new medicines and how the research-based biopharmaceutical industry creates social and economic value in communities.

The creative motif of this year’s cycle is ‘we never stand still’. The films’ style draws on constant dynamic movement, mirroring the relentless speed of science and innovation.

The campaign features 10 documentary-style films featuring four international biopharmaceutical companies, Lilly, Amgen, Novo Nordisk and LEO Pharma, with a combined length of around 16 minutes. There is a super-cut film which pulls together the industry story across the four companies. A set of shorts – motion videos with pictures of some contributors from the films overlaid with selected quotations – previews the content.

The stories are disease-led – dementia, heart health, obesity and skin conditions.

1. Eli Lilly: An innovator in the treatment of dementia and in community partnerships for education.
2. Amgen: A pioneer in heart health and in community partnerships for sport.
3. Novo Nordisk: A responsible voice on obesity through innovation in medicines and healthy living.
4. LEO Pharma: A partner for people with skin conditions who want to lead normal lives.

Bernard Mallee, IPHA’s Director of Communications and Advocacy, said: “Innovate For Life is aimed at everyone who cares about science. COVID-19 has turned a lens on the value of innovation – we’ve seen what vaccines can do and we know that treatments for the disease are having an impact too. So, whether you’re a politician or patient, a doctor or a scientist, or just someone who can see in their community what the biopharmaceutical industry does for economic growth, jobs and health outcomes, everyone has a stake in this campaign. It’s about the promise of science, not just in pandemic times but all the time. We are very grateful to the films’ 12-member cast – patients, doctors, scientists, and leaders in school and on the sports pitch. Their stories – about resilience and recovery, about hope and courage, about science and community – are inspiring.”

Rory Mullen, Head of BioPharma and Food at IDA Ireland, the foreign direct investment agency, said: “The research-based biopharmaceutical industry has a deep, massive impact in Ireland economically. Through jobs and exports, the capital intensive investments by multinational biopharmaceutical companies add significant economic value to Ireland. The innovative medicines manufactured here and adopted by health services globally are transforming the treatment of disease. Innovate For Life, in aggregating this story industry-wide, is a window on the world of medicines innovation. The campaign brings to life superbly well Ireland’s story in biopharmaceutical innovation and excellence.”

Please see more here and on our Twitter, Facebook and LinkedIn channels. The first film, about dementia, is now live and the others will launch over the coming weeks.

ENDS