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Excellence in Media Relations – Brand Associated Consumer Health

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Finalist

Micreos: Changing the way we combat bacterial infections

by Say Communications for Micreos


Summary of work

Say Communications had to make a complex scientific story about Micreos’s Staphefekt™ – the first bacteria-killing enzyme for human use against MRSA – compelling to a wide-ranging audience, with very limited resources and from a standing start. The entire campaign was implemented within 10 days from first client approach. We were able to ascertain that Dame Sally Davies, the Chief Medical Officer (CMO), was planning to make an announcement about the threat of antimicrobial resistance and timed our announcement to coincide. Based on targeting to achieve maximum impact, Say Communications negotiated an exclusive with The Times. The resulting front-page lead story –particularly in light of the CMO’s apocalyptical announcement – helped us drive additional consumer coverage including Radio 4’s flagship programme  Today, Sky News and the Lorraine Show. A total of 70 editorial pieces were generated, all positive in tone and including our key messages.

As a result of this successful positioning of Micreos, many approaches from academic, pharmaceutical and scientific institutions have been received by Micreos, to discuss partnering opportunities. Micreos has also been invited to present its data at the Royal Society of Medicine’s 2015 Medical Innovations Summit and has been asked to present its data to Dame Sally Davies.

Judges comments

A simple, yet effective and very timely campaign. It produced high interest for practically no money in just 10 days. Excellent, targeted approach.


Winner

Where is your line? - by Red Consultancy for Allergan


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


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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.