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Finalist

Gout Nation 2014

by Edelman for Arthritis Care


Summary of work

In early 2014, Arthritis Care, one of the UK’s leading arthritis charities commissioned a quantitative, UK survey aimed to elicit new research data on the impact of gout on sufferers. The survey results were presented by the charity in a report showcasing policy makers’ and healthcare professionals’ failure to understand the seriousness of the disease and support appropriate treatments.

While the findings were impactful, Arthritis Care was faced with the challenge of drawing people’s attention to a disease that historically had rarely been talked about and one that is generally considered an old, wealthy man’s disease. As such, it approached Edelman to support the report’s launch by developing a strategic media outreach programme to drive awareness of the findings and the seriousness of gout as a medical condition.

Edelman conducted extensive media analysis which revealed an opportunity to engage broadcast channels and radio. Tactics used in the campaign included: issuing an embargoed press release to key journalists and additional outlets when the embargo was lifted, case studies, KOLs, factsheets, key messages, infographics and a Twitter plan.

Overall, the campaign was a success and secured coverage on national broadcast media, radio and online. The client was left extremely elated by the campaign’s outcomes.

Judges comments

Gout Nation produces a clear and compelling case with refreshing insights and results that surpassed expectations. Media coverage was good, raising awareness and breaking myths and patients were mobilised to seek help.


Winner

Wheals of Despair - by 90TEN Healthcare and ICG for Novartis Pharmaceuticals UK Ltd


Finalists

Gout Nation 2014 - by Edelman for Arthritis Care

State of the Nations – Mapping the impact and burden of lung cancer in the devolved nations - by MHP Communications with Lynsey Conway Communications for United Kingdom Lung Cancer Coalition

Keeping alcohol misuse on the local health agenda - by Munro & Forster for Lundbeck

The World Awake - by Red Consultancy Health for Novo Nordisk


Sponsors

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.