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Excellence in Media Relations

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Finalist

Driving the national news agenda for meningitis

by Ruder Finn for Novartis Vaccines and Diagnostics Limited


Summary of work

Meningitis remains a major public health concern in the UK, killing more children under the age of five than any other infectious disease and leaving many more with life-long disabilities. 2012 was a pivotal year for meningitis prevention, with the news that the first vaccine for the leading cause – MenB – may soon be available in the UK following a CHMP positive opinion. The agency was tasked with delivering a targeted media relations campaign that would bring this major milestone, traditionally considered a business announcement, to the attention of everyone from parents on the ground to agents of change in government. A second arm of media activities used an innovative disease awareness campaign as a platform to create surround sound meningitis noise in the media, thereby elevating this disease as a major public health priority. Overall the campaign delivered an unprecedented level of coverage across broadcast, print and online media channels, generating over 200 million media impressions.

Judges comments

Here we saw a very impressive strategy, excellent execution, innovative use of social media and amazing outcomes. A nicely-blended programme that caught the public mood and shaped the environment for take up of the Meningitis B vaccine.


Winner

The Schizophrenia Commission - by Rethink Mental Illness


Highly commended

Blood Art-ery - by The Red Consultancy for NHS Blood and Transplant



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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.