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Excellence in Media Relations – Brand Associated Consumer Health

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Finalist

Second skin

by Virgo Consumer Health and Wellbeing for sk:n clinics


Summary of work

The ‘second skin’ campaign developed by sk:n clinics was created to highlight the physical and emotional effects of adult acne and drive a strong level of brand presence online, with a clear call-to-action to remind sufferers that you do not need to put up with this skin condition.

A highly thought-provoking, arresting video was produced to challenge the perception of adult acne and share the content online. The film uncovers a model’s experience of wearing prosthetic acne, putting herself in a sufferer’s shoes for the day. As well as providing a source of skin health education, the video informs viewers that they don’t have to live with acne, positioning sk:n clinics as the most effective and bespoke treatment solution.

Our results demonstrate the success of the campaign with over almost 80,000 views on YouTube and over 46 million opportunities to see (OTS) for the overall project with widespread digital and social media buzz, resulting in an impressive 37% rise in consultation attendance and 67% increase in the purchase of single acne treatments.

Judges comments

Second Skin is a creative and imaginative campaign, flipping the story of acne suffering. A great piece of online content that bucked the trend.


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.