Coartem Baby

In 2025, Novartis set out to launch a medicine for a population that science forgot: Coartem Baby, the first antimalarial designed for newborns and young infants. Malaria is a deadly disease that kills more than 600,000 people every year, three quarters of them children. But due to a longstanding misconception that young infants are protected by maternal immunity, few people were aware that the tiniest babies needed a specific treatment. That meant – until 2025 – some 30 million babies born in malaria hotspots had to rely on medicines designed for older children should they fall sick, risking overdose and toxicity in their developing internal organs. Novartis aimed to increase visibility of this gap for the youngest babies, driving awareness of a treatment option few understood was needed. We also aimed to boost reputation for Novartis externally, while inspiring pride among our employees. Combining best-in-class media relations with a creative internal campaign for tens of thousands of employees, Novartis secured rolling coverage, resulting in more than 2,180 news stories with an audience reach of nearly 3 billion people. At least 83% of employees were reached, with one in three taking part in the campaign. The impact was huge: share of voice rose and search rose to all-time highs. Pharmacy interest is exceeding expectations. Almost all members of staff expressed pride, with a large impact on positive word of mouth. Three in four employees said they shared positive news about Novartis’ global health work, driving the equivalent of nearly 550,000 conversations.