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The Porter Novelli Award for Excellence in Digital Communications – Consumer Health

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Finalist

#SmokeThis

by Cancer Research UK & Livity


Summary of work

Question… What industry makes more money than Coca-Cola, McDonald’s and Microsoft combined? Answer… The tobacco industry.

Smoking is the biggest preventable cause of cancer. Cancer Research UK is committed to bringing the smoking prevalence rate to below 5% in the next twenty years. To do this, we need to address the root of the problem and tackle the pernicious influence of the tobacco industry.

#SmokeThis was a bold campaign with a bold aim – to engage young people with the underhand activities of an industry that is not on their radar and turn that apathy into action. With a simple, but strong visual protest at its heart, backed by an engaging and informative video, the campaign worked across multiple social media and digital channels.

In just four weeks the campaign created significant awareness around a previously un-discussed issue and turned a disengaged audience into activists with over a thousand young people sending a V sign back to the tobacco industry and hundreds of thousands more engaging with the messages by sharing or commenting on the content.

Judges comments

A well engaged campaign and, for healthcare, quite a brave and ambitious one. It’s a notoriously tough audience segment to communicate with and, though the work could very easily have made us cringe, it worked.


Winner

#thinkhepatitis - by Ketchum for World Hepatitis Alliance



Finalists

#SmokeThis - by Cancer Research UK & Livity

Rosacea uncovered - by Golin Health for Omega Pharma

Act on Red: Raising the burning issues around Rosacea - by Ogilvy Healthworld for Galderma


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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.