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Finalist

COPD Life is Calling: Connecting COPD Patients with a World Beyond their Walls

by Health Unlimited for Novartis


Summary of work

COPD is one of the great health challenges of our time. Many COPD patients become unable to leave the house due to breathlessness and are disconnected from families and friends. Novartis recognised the importance of reigniting human connections between people with COPD to improving health outcomes. The ‘COPD Life is Calling’ programme works to motivate people living with COPD to take small steps towards behaviour change, to improve their life with COPD. Health Unlimited created a ‘test and learn’ environment where community responses shape our content creation.

Based on market and search insights we selected two social media channels that met our audience’s needs:

  • Facebook: Platform where our audience is most active
  • YouTube: Video content is key for us to bring human stories to our audience.

Each month we consider the bigger picture, to ensure our content is varied including: inspiring stories, practical tips, activities to reconnect with family and acknowledges social milestones (eg, Thanksgiving). We review the engagement with each post to allow us to adapt ongoing content to better meet the needs of our community. Our success is demonstrated by positive responses from our community who have told us the content we share is ‘very inspiring’ and ‘helpful’.

Judges' comments

This was a really well thought out marketing campaign that made good use of segmentation and had a solid content programme behind it. We liked the way it drove users towards an end reaction and were impressed by the insights gathered and the user journey they powered.


Winner

The World vs. MS - by H4B UK for Sanofi Genzyme


Highly commended

The Infant and Toddler Forum (ITF) Rethink Portion Sizes Campaign - by Say Communications for Danone Nutricia Early Life Nutrition



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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.