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Excellence in Multichannel Communications

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2020 Finalists

Ageing Differently with HIV

by 90TEN for Gilead UK

People living with HIV can now live as long as those without it, but the virus and its treatment can speed up the ageing process, increasing the risk of illness later in life. We focused on reaching the two largest groups affected by HIV in the UK to help them understand which health issues they were at risk of in the future and then motivate them to take the necessary steps to preserve their future health.

Given the diversity of the two target audiences, these objectives were achieved through two bespoke executions: partnering with the right influencers and using the right channels to achieve the common campaign aim.HIV GARAGEwas an influencer-led online video campaign using in-group humour, daring gay media partnerships and much-loved HIV positive celebrities (musician John Grant and drag queen Panti Bliss) to connect with gay men, leading to 28% of the target population taking steps to improve their future health.

...Treating Me Right?was an ‘offline’ community-led campaign which used visually stunning imagery and emotive language to spark human, emotional connections and support the black and minority ethnic (BAME) community to discuss their long-term health with healthcare professionals and encourage shared decision-making.

BREATHLESS: The Story of Life with Severe Asthma

by Edelman and ENGINE MHP for AstraZeneca

Today, more than 33.9 million people have severe asthma, yet significant opportunities remain to expand care. These patients can face an extensive journey (up to seven years) to receive their diagnosis. Once diagnosed, they can experience additional delays and challenges to accessing the specialist care and treatments needed to manage their condition. As a consequence, their lives are disrupted by regular visits to the emergency room, hospital admission and the potentially debilitating side effects of long-term exposure to oral corticosteroids.

Driven by AstraZeneca’s commitment to improve patient outcomes and to challenge existing approaches to care, Edelman and MHP, in collaboration with AstraZeneca, PRECISION and GAAPP, were tasked to demonstrate the realities of living with the disease and highlighting the opportunities to improve care for patients around the world. We did this by leveraging the actual stories, voices and realities of real patients – leading us to create an independent, impactful, thought-provoking, emotive documentary to ‘disrupt’ the traditional pharmaceutical policy and disease awareness campaign targeting healthcare professionals and policymakers through digital and multichannel strategies. BREATHLESS: The Story of Life with Severe Asthma tells the powerful stories of three patients and issues a clear challenge to prioritise urgent reform in severe asthma care.

Tame Your Migraine

by IPG PR for Novartis Pharmaceuticals UK Limited

Migraine is a debilitating and complex neurological condition affecting ten million UK adults. Research shows that over half of people living with migraine have needed to change their treatment at least twice in an effort to take back some control, with many giving up hope of finding something effective and tolerable.

Rooted in the insight that there is limited information in existence online and nothing tangible available to guide actionable conversations around migraine management with a healthcare professional, we set out to create a suite of thumb-stopping content hosted on an informative campaign hub. This was home to a simple tool used to assess the true impact of migraine on the individual.

Implementing the PESO framework (paid, earned, shared and owned), activity was amplified across multiple channels, including strategic partnerships with Mail Metro Media and actress, author and cookery presenter, Lisa Faulkner to deliver a range of creative content, on and offline.

By capturing the interest of our target audience where they were already spending time, we inspired action amongst a uniquely frustrated patient population.

In My Shoes: 24 Hours with Crohn’s or Colitis

by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda

Right now, more than 300,000 people in the UK are living with a lifelong disease that many people have never heard of. In fact, the real number could be almost double that. Many of the people in the UK living with Crohn’s or Colitis feel that there’s a lack of awareness, empathy and understanding of their condition.

In My Shoes: 24 Hours with Crohn’s or Colitis – by Crohn’s & Colitis UK and Takeda, with the support of Electric Putty and Mearns & Pike – is an immersive app that enables people to step in the shoes of someone living with Crohn’s or Colitis.

The multichannel campaign to support the launch of the app resulted in 23,000 downloads of In My Shoes, over 200 media stories and a social reach of more than 700,000 people. This led to a 27% increase in both empathy and understanding of Crohn’s and Colitis and a significant decrease (almost 50%) in apathy towards the impact  that these conditions can have on daily life.

It Takes Guts to talk about Crohn’s and Colitis and this campaign ignited that conversation.

Breaking Depression – A Story of 40 Million Broken Pieces

by Publicis Health for Janssen EMEA

Breaking Depressionis a pan-European disease awareness campaign created by Janssen EMEA and Publicis Health to enable the wider public, with support from HCPs, to better understand and help those with Major Depressive Disorder (MDD).

Janssen was moving into MDD, a severe form of depression affecting 40 million people in Europe. With no innovation in 30 years, MDD was poorly recognised and understood. Though most people want to help, few feel comfortable broaching the subject due to the associated stigma. By encouraging more conversations, could we help more people feel able to speak up?

The concept of feeling ‘broken’ is symbolic of MDD and a multidiscipline agency team leveraged the insight behind the ancient Japanese art of kintsugi to create Breaking Depression. Kintsugi, translating as ‘golden joinery’, involves repairing broken objects with gold lacquer, treating breakage and repair as part of an object’s history, not something to be concealed. Analogous to managing MDD, it respects the cracks, while recognising that the repair is complex and takes time.

A multichannel campaign was designed to maximise cut-through via social, digital, face-to-face and out-of home touch points in partnership with HCPs, PAGs and artists to help tell our story, raise awareness and improve understanding.

Executive summaries as submitted.

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Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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