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Finalist

Driet: The Drinking Diet

by Reynolds-MacKenzie for Lundbeck/Accretio


Summary of work

‘Wine o’ clock’, book clubs, lunches - a group of ladies sharing a bottle of wine is a common scene in today’s Britain.

This may hide a dangerous trend: approximately 1 in 6 women aged 45-64 are now at risk of developing an alcohol-related health problem, and they are the fastest growing segment of hazardous drinkers in the UK.

Mainstream media tends to use words such as ‘alcoholic’ which don’t resonate with this group, meaning many are unaware of the problem or unwilling to seek help. Accretio, in partnership with Lundbeck, challenged us to create a campaign which would educate these women, encouraging them to take practical steps to reduce their drinking.

We aimed to create an innovative approach, reframing the topic of alcohol dependency and offering an attractive solution. Capitalising on positive weight-loss messaging, and the popularity of portmanteaus (such as ‘Brexit’) we created ‘Driet: The drinking diet’.

The campaign encompassed paid, owned and earned media, with targeted media relations at its heart. This was underpinned by a comprehensive digital and social media strategy, and a suite of branded materials including a website. Resulting coverage and engagement was extensive, driving traffic towards the website and challenging perceptions around this issue.

Judges' comments

This entry delivered impressive results. It was well written and demonstrated a fresh approach. It was clearly insight driven and hit identified metrics, with good integration of technical elements and use of multi-channels.


Winner

Creating a faithful following - by Reynolds-MacKenzie for Bristol-Myers Squibb


Finalists

Breaking through ASCO - by 90TEN & Denovo Strategy for Sirtex

Cosentyx® global launch - by 90TEN & Novartis Global Communications

Driet: The Drinking Diet - by Reynolds-MacKenzie for Lundbeck/Accretio

Eisai, Tonic and the Cancer Drugs Fund - A bold and brave media relations campaign - by Tonic for Eisai


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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.