Healthcare Marketing Impact Awards - 2024

Campaign: HER2.0
Agency/Firm: Area 23, an IPG Health Company
Client: Jazz Pharmaceuticals

Despite being known for other pharmaceutical treatments, Jazz Pharmaceuticals wanted to let oncologists know that it is developing a new HER2 inhibitor that can be used to treat gastrointestinal cancers.

HER2, often associated with breast cancer, is a protein that helps cancer cells grow quickly and is therefore targeted in treatments. Jazz worked with Area 23 to create a series of out-of-home posters using the term “HER2.0” to show that the drug could also be used to fight gastrointestinal cancers.

Eight versions of the posters were placed at and around the American Society of Clinical Oncology GI conference in San Francisco, which took place earlier this year. Posters were placed in high-traffic media placements near the conference center, including bus stops, buildings and billboards.

The eight campaign posters showed a reimagined gastrointestinal tract featuring the phrase “HER2.0” using different art styles, including 3D rendering, hand drawing and blown glass.