Giving life to a product that gives life.
PAH (Pulmonary Arterial Hypertension) is abnormal blood pressure in the lungs. It’s rare, but a death sentence at any age.
Actelion was introducing a major new treatment for PAH, but knowledge and enthusiasm throughout the workforce were low.
Actelion felt they had to connect everyone, from reception to research labs, to the implications of this new drug. It was the first treatment for PAH that could lessen symptoms and reduce mortalities. And it was vital to the future of the company.
Aiming to inspire the workforce and get them talking about PAH, GHG UK created PAHuman - a series of events focused around the reality of PAH, basically a week-long challenge where participants earned ‘breaths’ for their team. There were learning stations and rooms that simulated the experience of sufferers where everything was extra-heavy and draining. There were interviews with sufferers and carers and many events, installations and challenges.
Participation far exceeded Actelion’s expectations. Over 400 Actelion colleagues joined in, in over 100 teams. (The brand was adopted for wider external stakeholder engagement and assets were repurposed to communicate Actelion’s commitment to a wider audience {?})