This was a world-class challenge. Create a global web experience to help an audience deeply skeptical of big pharma brands perceive this one as a collaborative partner.

Complicating things further, regulations regarding what pharma brands can say differ from country to country, and for the majority of the site visitors, English is a second language.

The solution was simple, authentic content that conveyed a sense of shared purpose and an open invitation to join a global community committed to one goal.