As a leader in the field of oncology, a company that invests as much as a quarter of its revenue in research and development, AstraZeneca this time showed that innovation does not only come through researching new drugs. Under the umbrella theme of the festival "Alchemy of Creation - Wizards of Their Professions", they showed how the rules of the game are changing in the way we communicate about the most important health topics. With its participation, AstraZeneca showed that modern biopharmaceuticals and creative industries can share a common space — one in which science, art and social responsibility naturally intertwine.
AstraZeneca – Innovation that lasts
The central event of the company's participation was the panel "AstraZeneca - Innovation that Lasts", which opened a conversation about how creative approaches and modern communication tools can become a powerful mechanism for raising public health awareness.
The focus of the panel was the play "Seven Hours of Sunlight", created in collaboration with Teatra na Brdo. With this project, AstraZeneca became the only pharmaceutical company in the region to choose the theater stage as a platform for emotional, personal and direct communication with the audience to raise awareness about breast cancer.
The organized planting gave additional symbolism to the event. 10 olive trees in three locations in Kotor, as a living reminder of the play's message. Olive trees, just like people, need nurturing and care — and to survive and thrive, they need seven hours of sunlight a day, which inspired the title of the play.
The panelists were Viktor Savić, actor and co-founder of Teatr na Brdu, Aleksandra Tomić, actress and program director of Teatr na Brdu, Tijana Stojanović, Client Service Director of the Red Communication agency, and Aleksandar Tripković, head of the sector for cooperation with government institutions and market access at AstraZeneca in Serbia and Montenegro.
"We are extremely proud that AstraZeneca not only innovates through revolutionary treatments and therapies that change medicine, but also through the way we communicate with the community. Traditional communication channels are often not enough to convey the weight and importance of prevention messages. That's why we stepped out of our comfort zone and reached out to the community through art," said Aleksandar Tripković.
"From a communications perspective, the play 'Seven Hours of Sunshine' represents an extraordinary breakthrough and a superb strategic move. Instead of the classic, often dry marketing tools that the audience is used to when it comes to medical topics, we brought emotion and the most important life message to where it is least expected – to the theater. We pushed the boundaries of the industry and proved that prevention and the fight against disease can be discussed without distance, directly to the audience's heart, which is why it resonated so strongly," emphasized Tijana Stojanović.
World Science at the Kotor Cinema: Lecture by Dr. Staša Stanković
As part of the CIM Health program sponsored by AstraZeneca, an inspiring public lecture was held at the Boka Cinema. Dr. Staše Stanković, PhD in Reproductive Medical Genetics from the University of Cambridge and founder of the startup Ovartix.
Named the best young scientist in the field of women's health by the World Menopause Association and included in the prestigious Forbes list, Dr. Stanković brought the voice of modern science directly to Kotor, presenting the latest achievements in the field of fertility, reproductive health and personalized treatment of women.
Oncology prevention class for young people in Kotor
A special segment of the program was dedicated to the local community. As part of the CIM Health Corner, AstraZeneca organized an Oncology Prevention Class for students of the Kotor Gymnasium and the Maritime High School, as well as their families.
Through open conversation with Dr. Sanja Lekić from the Institute of Oncology of the Clinical Center of Montenegro, young people had the opportunity to hear expert advice on the importance of regular check-ups, timely response and maintaining health, with a special focus on the prevention of breast cancer and gynecological cancers.
By participating in the jubilee CIM Forum, which annually brings together more than 500 leaders of creative industries, media and arts from the region and Europe, AstraZeneca once again confirmed its mission to educate, inspire and actively contribute to a healthier future of society through innovative approaches.
( AstraZeneca )
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