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Excellence in Engagement Through Digital Channels

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Finalist

COPD Life is Calling: Breaking Barriers for People Living with COPD Trapped in a Shrinking World

by Health Unlimited for Novartis


Summary of work

Chronic Obstructive Pulmonary Disease (COPD) is one of the great health challenges of our time and is anticipated to become the world’s third biggest killer by 2030. Keeping patients engaged and active is key to ensuring optimal treatment outcomes but is challenging as shortness of breath can cause patients to self-limit their activity.

Together Health Unlimited and Novartis set up ‘COPD Life is Calling’ to engage and support symptomatic COPD patients who are looking to make a positive change in their lives through setting and achieving goals. We mapped the patient’s emotional journey with COPD and identified key intervention points when we could engage them to support behaviour change.

Building from our insights (both search behaviours and patient journey research), we developed a digital ecosystem comprising a website, Facebook page and YouTube channel; the campaign runs in a permanent beta state, where we are able to test content with our audience and adapt our approach in response to their reaction. Content planning is based on search insights and community feedback, a first for Novartis, this approach ensured excellent engagement in the absence of paid media investment.

Judges' comments

A mature digital marketing campaign that generated good insights and a well-thought-through user journey. From a digital marketer’s point of view it touches everything and was an ecosystem in itself – brilliant!


Winner

PRIME – Making HIV History - by 90TEN for 56 Dean Street


Highly commended

Vaccines in Practice - by the Royal College of Paediatrics & Child Health



Sponsors

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.