For patients with heart failure, the risk of sudden cardiovascular (CV) death is significantly increased.

In 2016, Novartis launched a new drug that could reduce the risk of sudden CV death by 20%.

Despite its efficacy, the original launch campaign had failed to cut through, so we needed a hard-hitting campaign that would force doctors to take notice.

‘Forgotten Faces’ obstructs the view of the patient’s face with thought-provoking copy, inviting doctors to give patients with heart failure a second thought, and to take action before it’s too late.

For the SalesAid, we concealed the patient portrait with the title for each section of content, removing each line once the section had been read, to reveal the patient’s face at the end.

• Creative Floor Awards (gold)

• PMs (gold)

• 3 x Globals (shortlist)

• New York Festival (shortlist)