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Highly Commended

It's closer than you think: World Hepatitis Day

by Red Door Communications for World Hepatitis Alliance


Summary of work

A global Twitter campaign and targeted SMS outreach effort in Africa ensured that World Hepatitis Day 2012 reached and engaged more people than ever before.

The Twitter campaign asked global audiences to tweet a photo of individuals and groups of people performing the ‘three wise monkeys’ poses. Pictures were posted to the hashtag #seehearspeakno and automatically uploaded into a bespoke online gallery linked to the World Hepatitis Alliance website, Twitter feed and Facebook page. An important twist was that automatic replies were sent to each tweet to thank users for engaging and to let them know of a Guinness World Record taking place in their country to drive attendance. 1.7 million tweets were posted around the globe and measured through the hashtag. Celebrities including Sadie Frost, Boy George, and Fat Boy Slim posted photos to help raise the profile of the campaign.

Amongst more difficult-to-reach communities in Africa, a targeted SMS text-blasting campaign was delivered through Mobile Network Operators including Vodacom and Etislat in Ghana, Kenya and South Africa. 1.45 million people were reached and a staggering 24.5 per cent of people in South Africa texted back to receive more information. 

Judges comments

This was such an innovative, global campaign that excelled in the use of old-style technology alongside new technology with great integration of multiple channels that ensured the right message reached the right patient across different geographies. They achieved incredible reach, raising awareness and inspiring action. An engaging and incredibly successful campaign.


Winner

Meningitis: Keep Watching - an innovative and integrated digital health programme - by Ruder Finn for Novartis Vaccines and Diagnostics Limited


Highly commended

It's closer than you think: World Hepatitis Day - by Red Door Communications for World Hepatitis Alliance


Finalists

Innovative solutions address unmet needs for people living with ADHD - by Aurora for Janssen

Schizophrenia Patient Campaign - by HAVAS LYNX for Janssen

MyAsthma - by emotive for GSK

Duac Spot Challenge - by The Hive Group for GlaxoSmithKline


Winners in Pictures

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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.