Sanofi Genzyme’s “Dreidel, Dreidel” Campaign: A Truly One-of-a-kind Pharma Activation

Sanofi Genzyme - a specialty care global business unit of Sanofi, has earned a considerable reputation with their disease awareness campaign called “Dreidel, Dreidel”. The campaign was aimed to increase awareness of Gaucher Disease among U.S. Ashkenazi Jews.

The challenge

Gaucher disease is a rare genetic disorder affecting approximately one in 40,000 people worldwide. However, for Ashkenazi Jewish people, the rate is disproportionate to one in 850 people. The four most common symptoms, including bone pain, easy bruising fatigue and frequent nose bleeds

Nevertheless, most people seem unaware of this disease since many of Gaucher disease symptoms mimic other conditions. This had encouraged Sanofi Genzyme to come up with an awareness campaign to inform and educate people about the disease.

Strategy & Execution

Teaming up with Emcay - a full-service advertising agency specializing in the pharmaceutical industry, Sanofi Genzyme created a disease education campaign called “Dreidel, Dreidel”. “Dreidel” is a four-sided top used in a childhood game of chance and popularly played among the Jewish community. The campaign associated the four common symptoms of Gaucher disease with 4 sides of the dreidel. In other words, each side of the dreidel would present a common symptom of the disease.

In the campaign, Sanofi Genzyme emphasized the rarity but riskiness of Gaucher disease. The TV ads encouraged people to visit a physician in case they were having even one or two above-mentioned symptoms since early diagnosis can considerably help manage the disease. Otherwise, the disease can cause permanent damage to their bodies.

The “Dreidel, Dreidel” campaign was run across Tv, printed media and radio and considered a truly one-of-a-kind pharma campaign initiative. The campaign was first launched in Russia with a view to spreading words among the US Ashkenazi Jews community, emigrating from the former Soviet Union.

The results

Within a few months of launching, the “Dreidel, Dreidel” campaign generated hundreds of calls from people experiencing the symptoms as well as qualified a number of patient leads.

The campaign was also honoured with an award for Disease Awareness TV category in the 2020 Fierce Pharma Marketing Awards.






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