Sanofi Genzyme and Emcay

Dreidel Dreidel — Gaucher Disease 

This disease-education campaign, running across TV, print and radio, is a truly one-of-a-kind pharma activation. Prevalence of this genetic condition is one in 850 for Ashkenazi Jewish people, and this highly targeted campaign was aimed at Russian-speaking Ashkenazi Jews. It customized a dreidel, a childhood game of chance, with each side showing common symptoms, and asked: “Are you playing around with your health?”