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Finalist

Psoriasis: Act. Stop Ignoring.

by Publicis Life Brands Resolute for Janssen UK


Summary of work

1.8 million people in the UK have psoriasis, a disfiguring immune-related skin condition which can have a deep psychological and emotional impact.1,2 Regular assessment of psoriasis severity is recommended to ensure effective treatment; yet fewer than half of clinicians follow this recommendation.3 The ‘Psoriasis: Act. Stop Ignoring’ survey found that fewer than one in five patients were aware of the PASI assessment tool (a psoriasis severity measurement) or had received regular assessments. The survey informed a campaign to motivate patients to seek change in their psoriasis management and inspire action from stakeholders. A follow-up survey six months later revealed a 210 per cent increase in patient awareness of PASI, and the number of patients receiving PASI assessments had doubled. The survey results also formed part of a dialogue with a Parliamentary Group to obtain their endorsement of the PASI in standard clinical practice, and in October 2012, the PASI was included within the NICE clinical guideline for psoriasis management.4

References

1. www.psoriasis-association.org.uk/pages/view/about-psoriasis. Last accessed March 2013.

2. L. Dubertret, L. U. Mrowietz, A. Ranki et al. European Patient Perspectives on the Impact of Psoriasis: the EUROPSO Patient Membership Survey.Br J Dermatol. 2006;155 Issue 4:729-736.

3. British Association of Dermatologists. An audit of the provision of dermatology services in secondary care in the United Kingdom with a focus on the care of people with psoriasis. January 2008.

4. National Institute for Health and Clinical Excellence. Psoriasis. Assessment and management of psoriasis. Clinical Guideline: methods, evidence and recommendations. October 2012.

Judges comments

Outstanding work with clear and stretching objectives that aimed for more ambitious outcomes than many - and the outcomes achieved were impressive. The messages were carefully crafted for each of the audiences and they did really good work with the data they generated. A really good model and a lovely way of communicating its impact.


Winner

Crohn's and Colitis UK: Living with IBD at Work and Play - by Healthcare Solutions PR for Crohn's and Colitis UK


Highly commended

Putting alcohol on the local authority map - by Munro & Forster for Lundbeck


Finalists

European Depression Day 2012 - Pan-EU survey yields big media results - by OgilvyHealthPR for European Depression Association

Psoriasis: Act. Stop Ignoring. - by Publicis Life Brands Resolute for Janssen UK

Medicine Gets Personal - by Reynolds-MacKenzie for Merck Serono


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.