Patient Advocacy film

Best Use of Video 2025

GSK focuses on preventing and treating diseases through vaccines and specialty medicines, but sometimes in the quest for solutions, its research and development teams can forget that, ultimately, it is about the patient.

Scientists needed to better understand the lived realities of the people living with the diseases that their work impacts.

The GSK Patient Advocacy film reflected the experiences of three people living with diseases that were kept in abeyance by drugs, but who were also willing to try new treatments as they came onstream. As one said: ‘The hope for us is in the medicines that are coming.’

They shared the realities of their everyday lives, and how these had been affected by their diseases. They also shared their hopes for the future. The two-minute film highlighted the emotional truths that science alone cannot capture, reminding employees – often lab-based – that innovation begins with understanding. Patients reflect what matters most.

Agency Radley Yeldar worked closely with GSK to identify the patients that would feature in the film, ensuring a wide range of experiences and stories. From living in pain for 26 years, to being allergic to ‘life’ to living in fear of dying, each offered a different perspective.

Working with a crew of ten, filming was completed in two days. The agency was careful to ‘take its time’ with each patient to ensure their story was accurately portrayed. The closing message was: ‘Sometimes, patients can tell us things that science alone can’t. Are listening?’

The GSK Patient Advocacy film has since been viewed more than 8,000 times, which is a 20% higher engagement rate than previous campaigns. Click throughs to the Patient Engagement Playbook, which is where best practice is shared, also rose 20%.

The judges said: ‘By letting real patients share their experiences with honesty and vulnerability, it reconnected employees with their purpose and the company’s mission to get ahead of disease together.’

Agency: Radley Yeldar