‘Golden Years’ has won Silver in Healthcare & Pharma at The Drum Awards for Marketing for reframing ATTR-cardiac amyloidosis around possibility rather than decline. Here is the award-winning case study.

'Golden Years': Changing the story of ATTR-CM

ATTR-cardiac amyloidosis (ATTR-CM) is a progressive heart condition often mistaken for normal aging. For years, communication in the category has focused on urgency and decline, leaving patients with a sense that their future is already decided.

To launch Attruby, we took a different approach. Instead of focusing on the disease, we focused on the person living with it.

'Golden Years' is a campaign built around identity, memory, and what's still possible. Anchored by Morgan Freeman, the work tells the story of a retiring science teacher reflecting on a life well lived and the chapters still ahead