Patients rely on Shire for their treatments. Their conditions pose real challenges for them and their families. We should recognise their bravery in overcoming those challenges.
We should respect their plights and demonstrate how we focus all our intelligence, creativity and resources on helping people with life-altering conditions to lead better, healthier, fuller lives.
If our communication is about real people, we should show real lives in real pictures-not models posing in pre-planned photo-shoots. It means allowing people to speak for themselves. An honest, straightforward conversational style, will get across the real connection we have with people. It will show our respect for them.
Our communications need to look as real as the content. So, using a visual approach that catches a moment in time is more real than setting up and choreographing a posed situation. Consider using alternative media such as blogs, podcasts and social networking sites as ways to engage more directly with your audience.
REAL is not... Models, Perfect-looking people, Raw, Shocking, Sensationalist, Showing people in pain.