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Excellence in Media Relations

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Finalist

Maximising melanoma milestones: the UK launch of Zelboraf

by Virgo HEALTH for Roche Products


Summary of work

The launch of Zelboraf® (vemurafenib) was a major innovation in metastatic melanoma. One of the first new treatments in 30 years and a first-of-its-kind personalised therapy, it had natural news value and high client expectation. Given the significance of Zelboraf’s availability and that it was a new therapy area for the client, our goal was to go beyond ‘just a product launch’ with meaningful and rich media coverage. Significant challenges existed: a sensitive condition, with complex science and a noisy environment with multiple news hooks. Through a compelling, coxtextualised and consistent communications strategy and meticulous media relations, the UK PR team/agency delivered a continuous stream of coverage that was in-tune with the broader cancer medicine environment. 6 milestones in 9 months, >270 pieces of coverage, 80% of coverage containing at least 2 key messages.

Judges comments

This was a very strong, solid campaign. Another cancer story, but it was well orchestrated and achieved amazing regional and national coverage sustained from March through to November. The client must have been really pleased with this - we would have been.


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.