PM360 selected 20 examples of great creative work for inclusion in its 2016 Greatest Creators Showcase.
Dudnyk was featured for its impactful disease education campaign for Jazz Pharmaceuticals that focused attention on hepatic veno-occlusive disease (VOD), a rare but potentially deadly complication following a hematopoietic stem cell transplant (HSCT). Research confirmed that VOD was not top-of-mind for all physicians, so the campaign had to work hard to encourage a vigilant approach to identifying signs and symptoms and to reinforce the life-threatening consequences for patients whose disease goes unrecognized.
The campaign delivers a striking image of a "lava liver" that is threatening to erupt as the symptoms of VOD emerge. The powerful visual combined with a strong call-to-action shakes physicians out of their complacency, alerts them on key symptoms to watch for, and encourages them to think about the very real dangers of VOD following HSCT.