Pharmaceutical brand AbbVie, a leader in medications for hematologic malignancies, was looking to raise awareness about advances in the treatment of blood cancers, which are improving outcomes and patient quality of life. To do this, AbbVie produced the short documentary “Second Winds” capturing the powerful, deeply personal journeys of three individuals living with chronic lymphocytic leukemia (CLL), a type of blood cancer.
The film is unbranded and does not mention or show any specific medications or treatments. Instead, it focuses on real world patient experiences on an emotional level. Each unique and dynamic story in “Second Winds” reveals how facing a life-changing diagnosis can bring renewed clarity and purpose, sparking a commitment to live more fully, stay active, and embrace what truly matters.
While a typical patient video is limited in character development, “Second Winds” shows an authentic representation of people living with CLL.
The primary goals for the brand include:
As part of their commitment to patient advocacy and education, AbbVie’s oncology team set out to create something very different from typical patient videos. “Second Winds” shows patients who, due to advancements in CLL medications, were treated for a limited amount of time and then were able to return to an active life. For patients of CLL, a chronic disease, the emotional effect of limited treatment time was tremendous. After experiencing diagnosis and treatment, the film shows patients getting their “second wind,” and living with more purpose, joy and fulfillment.
Rather than follow a standard patient testimonial process, AbbVie approached “Second Winds” using the same tactics as mainstream films:
Production required navigating several meaningful challenges. Careful consideration was given to how patient stories would be told to ensure that privacy was fully respected, and their experience was portrayed with authenticity. Regulatory review teams were consulted throughout the process to ensure it followed industry and FDA guidelines. This approach required striking the right balance between empathy, accuracy, and patient needs to deliver a story that was both meaningful and impactful.
Casting was one of the biggest challenges and the brand spent over a year searching for patients with dynamic personalities, an active lifestyle and a positive, relatable perspective. Through outreach to CLL advocacy groups, social media and cancer support groups they ultimately found three patients to profile, who had diverse backgrounds and interests.
Since its launch in November, 2025, “Second Winds” has delivered strong engagement and meaningful impact by addressing a critical gap in patient education, as well as emotional support in the chronic lymphocytic leukemia (CLL) patient community.
After a Los Angeles premiere hosted by actor Jesse Tyler Ferguson (“Modern Family”), the documentary was featured across national publications such as the LA Times, Variety, E! News, Daily Mail and many more, resulting in 100M impressions across entertainment and pharmaceutical industry press. This was coupled by a strong uptake from CLL patient advocacy groups who are seeking clear, compassionate guidance to help inspire their members. The Chairman of the CLL Society, the leading CLL advocacy group, attended the premiere screening and the group has held screenings with their regional chapters.
In addition to the brand’s channels, the film is currently streaming on Documentary+ and Roku. The results to date demonstrate sustained interaction with the content, including high completion rates and repeat visits to stream and find resources, indicating that patients found the information both relevant and valuable.
