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Excellence in Communications of Survey or Market Research Data

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Winner

Life’s An Itch

by Red Consultancy for Celgene


Summary of work

Life’s An Itch

Merciless. Relentless. Torture. Just a few of the words people with psoriasis use to describe the itch that accompanies their inflamed skin. However, there’s a perception among healthcare professionals (HCPs) that psoriasis doesn’t itch.
Working in collaboration with the Psoriasis Association - and supported by the British Dermatological Nursing Group - we commissioned Itch Art based on the words people with psoriasis used to describe their itch, helping to bring this under-recognised and under-reported symptom to life. But we didn’t stop there. Again, based on insight, we produced an Itch Discussion Tool to help people with psoriasis verbalise and quantify the impact of itch on everyday life to better inform discussions around its management in clinical practice.
Promotion through partners, patient websites, bloggers and social media drove 12,656 visits to the campaign microsite and 2,277 visits to campaign content on the Psoriasis Association website. Coverage in HCP media reached 10,900,000.
62% of patients participating in a dermatology clinic pilot of the Tool had their treatment strategy changed as a result of using the Tool. 100% of the Psoriasis Association members who reviewed the Tool would recommend it to someone with psoriasis and would like to see it used routinely in clinical practice.

Judges' comments

This meaningful campaign inspired artists to produce a visual representation of survey results. In doing so, it communicated and connected with its audience, ‘painting a picture’ of what patients feel through art. It’s a completely different approach to anything that we’ve seen and it’s very hard to fault. As a piece of work this entry stood out a mile for us.


Finalists

#Ask4Clear - by 90TEN for Novartis Pharmaceuticals

25 by 25 - Setting an Ambitious New Goal in Lung Cancer Survival - by MHP Communications and Lynsey Conway Communications for United Kingdom Lung Cancer Coalition

The State of Child Health 2017 - by the Royal College of Paediatrics and Child Health


Category Sponsors

Key dates

Entry deadline 14 March 2019
Extended entry deadline 21 March 2019
Judging days 9 May and 23 May 2019
Awards Ceremony 4 July 2019

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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