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Don’t turn your back on it

by AbbVie

Summary of work

Don’t Turn Your Back On It’ (DTYBOI) is a global initiative aiming to increase awareness of inflammatory back pain (IBP). It encourages people to be proactive and visit a healthcare professional in order to get a timely and accurate diagnosis and appropriate treatment and care.

The initiative focuses on raising awareness of the unacceptable delay in diagnosing inflammatory back conditions.

Specifically targeted at people aged 20 to 40, the initiative encourages people who have had back pain for three months or longer to answer a five-question, medically validated, symptom checker to find out if they might be at risk of having an inflammatory back condition, such as axial spondyloarthritis (AxSpA).

In the UK, the initiative achieved high penetration and reach by taking a targeted regional approach in areas where local GPs had been educated to recognise the signs and symptoms of IBP. The campaign was planned to drive engagement across all touch-points: from general public/patient, to GP, to secondary care, integrating traditional, face-to-face and online media. Two live events, in partnership with the National Ankylosing Spondylitis Society (NASS), Chartered Society of Physiotherapy (CSP) and local clinicians, successfully engaged over 3,500 people and were amplified across local press, broadcast and social media, pulling through to impressive website visitor engagement and symptom checker completion rates and intent to take further action with a HCP.

Judges comments

The strategy was very good and the entire programme was nicely done. We loved the creative solution that clearly came from thinking outside the box. Well done AbbVie.


Faces of HAE - by Pegasus for CSL Behring UK Ltd.

Highly commended


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

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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