Shionogi

Opioid-induced constipation isn’t like ‘normal’ constipation. It’s caused by a physical response in the gut caused directly by the use of opioids. But many doctors are unaware of this, and patients often find it too awkward and embarrassing to discuss.

So, doctors don’t know what to ask and patients don’t know how to verbalise their pain and frustrations. It’s the classic communications vacuum. But, in our experience, one that can be bridged by applying the right messages in the right way.

So, we created the “Lost Words” campaign – hubbed around OICvoiced.com. Filmed monologues of patients proved a powerful way of bringing their stories to life, especially the day-to-day physical and emotional hardships of life with opioid-induced constipation.

“wethepeople is the first agency I have worked with who truly understands the role of insight to inform creative campaign development (no lip service here). The leadership team played key roles in the co-creation of our disease awareness campaign and took involvement in strategic development to a new level.”

Sue Wood
Senior Brand Director, Europe