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Highly Commended

Liver disease: Today’s complacency, tomorrow’s catastrophe

by Paradigm Communications for The Hepatitis C Trust

Summary of work

Paradigm specialises in delivering real-world, patient-centric solutions in diseases that are often associated with health inequalities. Liver disease is a public health crisis and more needs to be done to address this preventable, often treatable disease, where health inequalities are common.

We were delighted to be approached by The Hepatitis C Trust (THCT) to discuss how the launch of the All-Party Parliamentary Hepatology Group’s (APPHG) Report into liver disease could achieve maximum impact and create the most favourable environment for APPHG engagement with key stakeholders.

We provided pro bono media support and devised a broadcast-focused media strategy that delivered fully on its aim to put pressure on the UK Government, NHS England and Public Health England (PHE) to meet with the APPHG to consider their Report’s recommendations. Indeed, PHE has now agreed to a programme of work for tackling liver disease, to be released as a ‘liver disease framework’ this summer.

Our pro bono support was underpinned by Paradigm’s Partnership Principles, attributes identified by patient groups as being important to them – patient-centricity, transparency, trust, honesty, confidentiality, alignment, communication and mutual benefit. These principles enhanced our relationships with THCT, APPHG media spokespeople and the patient case studies that drove media success. 

Judges comments

Paradigm and The Hepatitis C Trust tackled an issue and moved it on through collaboration. They reached decision makers who could genuinely effect change. It is a great example of how media has the potential to ‘embarrass’ politicians into acting. This campaign will have a real impact on people’s lives.

Highly commended

Liver disease: Today’s complacency, tomorrow’s catastrophe - by Paradigm Communications for The Hepatitis C Trust


The Care Challenge - by Digitas Health Lifebrands for Sanofi

#IGiveA from deaths from diarrhoea - by Tonic Life Communications for RB (Reckitt Benckiser) in partnership with Save the Children

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

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