ABPI Brand overview

Helping The Association of the British Pharmaceutical Industry ABPI communicate what they do more effectively to industry and government, whilst at the same time providing them with the tools to engage with their audiences via social media.

The brief

Medicines are transforming our lives like never before. The ABPI exists to make the UK the best place in the world to research, develop and use new medicines. Its members supply cutting edge treatments that improve and save the lives of millions of people in the UK.

They work in partnership with Government and the NHS so patients can get new treatments faster and the NHS can plan how much it spends on medicines.

They approached us to create a suite of video animation showreels and social media assets that communicated, in simplistic terms, the instrumental role they play and the value that they add in their industry. 

The creative idea

We decided to interlace talking heads and animation to create an engaging, distinctive, thought-provoking set of six, 1 minute videos, which utilised ABPI’s colour palette and typography to great effect.

We designed them so they had the capability of being shown individually or grouped together to create a longer 6 minute video. We ensured that the animated elements could be separated out as individual still graphics that could then be promoted on social media to highlight key statements or statistics about the organisation. 


Social media

The ABPI was aware that basic information was not being communicated clearly both internally and externally. The story about the lifecycle of medicines and medicines policy needed to be clearer, as did the ABPI’s relationship with the NHS and the National Institute for Health and Care Excellence (NICE).

A key component and requirement of the brief was providing ABPI with the tools to convey key messages via social media. We created a series of Photoshop templates that could convey varying levels of content including image rich, text rich, stat based and industry quote posts.

There was a desire on behalf of the ABPI to make the publication section of their existing website more interesting and interactive. The format of this section was a series of downloadable PDFs which were static and lacked vitality. As a means of providing visual stimuli, we created a series of templates that would present key information in bite-size pieces that had a degree of animation.

There were gaps in ABPI’s guidelines which included tone of voice, social media assets, photo-graphic styles, video and infographics. We combined their existing documents and newly created sections into one interactive set of guidelines that covered every aspect of the brand and how it should be implemented.

The report focussed on how Clinical research had become the topic of public interest in a way that could never have predicted. As the global research community attempted to find vaccines and treatments for COVID-19, the general public around the world were following every development.

“tothepoint helped transform how we communicate content that is easy to understand and share. They helped us explain more clearly the number of ways in which medicine costs are managed as well as depict the life-cycle of a branded medicine. Already, we are seeing the positive impact this has generated – greater time spent on our website by users and improved understanding amongst stakeholders of what is a complex industry.”

Aileen Thompson,
Executive Director,
Communications at the ABPI