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Excellence in Media Relations – Brand Associated Consumer Health

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Winner

Where is your line?

by Red Consultancy for Allergan


Summary of work

Where is your line?

With widespread negativity about facial fillers, linking them to ‘botch jobs’ and celebrities, Allergan (makers of leading facial filler Juvéderm) challenged us to create some balance in the editorial debate and reach their target audience of 30+ women with credible, positive health messages.

Mail Online was identified as the leading source of online negativity: their sensationalist articles often appear on the first page of online searches around ageing and arguably set the tone for views of the wider media.

Our resulting unique social experiment featuring real women, backed up by qualitative research, ensured we delivered a substantial and overwhelmingly positive feature in Mail Online. The feature contained ALL key messages, expert comment, a three minute video, imagery and campaign URL.

Not only was it one of their top 20 most-read articles for two days, as well as shared and commented on extensively, it kick-started a range of positive national print media articles and long-tail online content.

Judges comments

This is a great example of contemporary communications they were laser-like in their targeting and objectives and the results were brilliant. It is bang on and a worthy winner.


Finalists

Micreos: Changing the way we combat bacterial infections - by Say Communications for Micreos

Second skin - by Virgo Consumer Health and Wellbeing for sk:n clinics

Consumer launch of 23andMe - by Weber Shandwick for 23andMe


Category Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

Behind the Judging: An exclusive insight into all the major healthcare awards

Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele 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.