Europe’s Choice

The story

In the first half of 2026 we delivered two Europe’s Choice policy experiences with EFPIA, bringing its campaign off the page and into the room. The argument: Europe has the potential to lead in the research, development and production of new medicines, but only if policymakers treat health spending as an investment in a healthier future rather than simply a cost.

Both experiences communicated that case in the campaign’s own numbers — a fourfold return on every euro invested in health, the US attracting more than double Europe’s R&D investment, and the share of innovative medicines fully available on public reimbursement lists falling from 42% to 29% in five years — alongside the asks: faster pricing and reimbursement, a broader view of value in health technology assessment, more investment in innovative medicines, and an end to clawbacks.

We led experience design, spatial design, on-site AV production, and photo and video. The Europe’s Choice visual identity was created by Leith.