New pharma company Indivior’s first branded communications

17 September 2015

At the end of 2014, RB Pharma completed a demerger from RB and became standalone business Indivior which listed on the London Stock Exchange. Recognised as a world leader in the treatment of opioid drug addiction, Indivior turned to us to create its first annual report and supporting communications for its first AGM.

We worked closely with Indivior’s team and helped guide the creation and production of the annual report – the company’s very first major communication – by telling Indivior’s story, interviewing people and drawing out their experiences, and by orchestrating and art directing photoshoots with photographers on different continents via Skype to ensure our clearly defined style remained consistent.

As a newly LSE-listed name and sporting a new corporate brand identity, the annual report had to work harder than most. As well as needing to lay out Indivior’s vision and guiding principles, we made sure it draws attention to the global crisis of opioid addiction, as well as gives a voice to people who have lived through opioid addiction, to show where Indivior fits in to the global story.

This was a hugely important project as the Annual Report was our company’s first major corporate communication as a standalone, newly listed company, setting the tone for all future communications and launching our new corporate identity to the world. The Workroom encapsulated Indivior’s purpose and tone of voice perfectly.

Debby Betz 
Chief Corporate Affairs and Communications Officer

Indivior sets itself apart from its peers because patients and their lives are always the primary focus within its unique business model, which is about pioneering drug development with support from accredited physicians. The business also champions a radical change of thinking about addiction: to move it away from the “bad things done by bad people” classification and towards a recognised, chronic, relapsing medical condition that can be treated. Many of its own people have been personally touched by the problems of opioid addiction and its devastating impact on communities, families and individuals.

This personal connection is the central unifying thought for the annual report – opioid addiction can affect anyone, not just the stereotypical ‘heroin user’. Case studies focus on real people around the world that Indivior has touched in some way: an accountant, a high school graduate, a physician and a grieving father who lost his son. As addiction doesn’t discriminate, they’re people from all walks of life whose stories bring the human context to the global crisis of opioid addiction.

The ‘people from all walks of life’ focus has also taken a life beyond the annual report, and is something that will continue to play a big part in brand communications. For Indivior’s AGM, we created a highlights brochure of the annual report, on-screen animations, wayfinding, and graphic stands – all of which help to reinforce the company’s new name and what it stands for.

The result are communications that help change people’s perceptions about opioid addiction – that it can be treated and people can get their lives back on track, thanks to Indivior’s efforts. The finished report brings to life this new business with net revenues of $1,115m.