Kyprolis survival data represent a proven opportunity to help patients with multiple myeloma live longer lives. Two conceptual scenarios were developed that show the benefit of treating multiple myeloma at first relapse with Kyprolis, highlighting its ability to keep patients ambulatory and sufficiently free of neuropathy to be able to use their hands. 

 

This updated global concept is a logical development of the previous professional campaign, which depicted the brand’s power in the form of a hand holding back an aggressive stream of malignant myeloma cells, a strong gesture that symbolized the power of Kyprolis to limit disease progression. The new concept keeps the appearance and meaning of the previous motif, but now also depicts an important aspect of the brand’s value proposition that was previously only implied—the “survival” benefit enjoyed by the patient, who is able to continue living their life, doing the things they enjoy doing, and interacting with their loved ones.