The Janssen, pharmaceutical company Johnson & Johnson, brings a differentiated communication to talk about the Ankylosing Spondylitis (AS), a disease characterized by inflammation of the large joints of the spine and whose main symptom is back pain.
On May 13, this Friday, an educational game will be broadcast in an urban intervention on Avenida Paulista, the heart of São Paulo. Stakeholders who are passing through the place at the time of the action will be able to play a game and learn more about the disease, how to identify its symptoms and treat them.
Activation is part of the campaign Fight Pain: Confront Ankylosing Spondylitis and achieve more movement. Ankylosing Spondylitis is still little known, but many people can have the disease and still not know it. It mainly affects young men, between 20 and 40 years old, an audience that has a lot of identification with the game marketing segment.
According to data from the consultancy Newzoo, there are approximately 75.7 million players (or “players”) in Brazil, most of them between 20 and 30 years old. Although men predominate, women account for 47% of the gamer audience in Brazil. “We identified in this universe a channel to connect with the public of interest, as well as with society in general, to pass on qualified and educational content about the disease”, he says. Luciana Sobral, Communications Director at Janssen.
open sky game
To connect with the public, the initiative brings a game addressing educational information and knowledge about the disease. directly from Paulista Avenue, in São Paulo, a famous streamer will be accompanied by an Ankylosing Spondylitis patient and together they will play the question and answer game.
“Players must work together to indicate the correct answers and so that they continue to evolve in the game's narrative. In this way, we reinforce the idea of collaborative learning and the importance of support networks”, he explains. Ricardo Palmieri, interactivity designer responsible for the game's development.
The game will unravel the patient's journey and bring important information about the disease, its diagnosis and treatment. The game's script will also alert to the importance of paying attention to symptoms and seeking specialized care, in order to involve the public and attract the attention of those who are passing through the place.
The action will also address the importance of the role of the rheumatologist. On the occasion, a space for service provision will be made available with a lot of interaction and information. Partner physicians will be present on site to provide guidance on symptoms and reinforcing the role of the rheumatologist in diagnosing the disease.
People passing by will be able to interact, ask questions and participate in a match with the streamer. “In this universe, we are still able to direct messages to patients already diagnosed, recognizing their pain, encouraging adherence and maintenance of treatment. In addition to reinforcing and valuing the role of the rheumatologist in your journey”, says Luciana.
Activation date: May 13
Location: MARKET PAULISTA – Avenida Paulista, 1941
Hours: 7pm to 11pm
About Ankylosing Spondylitis
It is common for the first symptoms to be seen as a consequence of day-to-day activities or to be confused with other diseases. However, over time, the constant back pain and decreased mobility due to bone fusion called ankylosis, end up generating great impacts on patients' lives.
Hence the importance of knowing the disease. The correct information leads to the recognition of the first symptoms, allowing early diagnosis and appropriate treatment, and ensuring better quality of life for the patient.
Although each patient has their own experience, the most common symptoms are back pain that sometimes radiates to the buttocks, worsens with rest and improves with movement, and can even wake the individual from sleep. The condition usually appears slowly, persists for more than 3 months and may be accompanied by pain and swelling in joints such as feet and ankles, more intense when getting up in the morning.
Other warning signs that can also be related to Ankylosing Spondylitis are uveitis (inflammation in the eye) of the colored region of the eye), psoriasis (inflammation of the skin with a scaly and reddish characteristic) and colitis (inflammation of the intestine).
“Late diagnosis, the delay in reaching the specialist and initiating appropriate treatment make the journey of these people even more difficult. These facts reinforce the importance of early identification of the disease, monitoring these patients and providing them with innovative treatments that will help them to achieve a better quality of life”, says the rheumatologist. Cristiano Campanholo, member of Brazilian Society of Rheumatology.