CHALLENGE
Chronic lymphocytic leukaemia (CLL) is the most common chronic leukaemia in adults over 55. In 2019, AbbVie developed My CLLife in collaboration with four leading UK blood cancer charities, to help those affected by CLL to better navigate, and cope with, the complex nature of the condition. In 2020, AbbVie wanted to further its support of the CLL community.
APPROACH
Based on insights that there remains a reported lack of emotional and psychological support for CLL patients, we collaborated with PAGs to create supportive content that brought the CLL community to together, openly sharing the challenges patients face on a day-to-day basis.
Educational and supportive content for patients – by patients. We created Small Things, Big Difference, a vibrant booklet full of quirky and heart-warming anecdotes, practical tips and coping mechanisms for living well with CLL and Our CLL Stories, a first-of-its-kind, self-recorded film sharing four very different, but equally inspiring stories from CLL patients. Filled with moments of laughter, frustration, uncertainty and some very enthusiastic living room 80s aerobics.
