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Innovation in Healthcare Communications

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  • Full Results
    • Winner

      PRIME – Making HIV History

      by 90TEN for 56 Dean Street


      Highly commended

      MS: No Filter

      by Creation for Novartis Pharma AG


      Finalists

      IBD Unmasked

      by Ketchum for Takeda Pharmaceuticals


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Winner

PRIME – Making HIV History

by 90TEN for 56 Dean Street


Summary of work

PRIME – Making HIV History

Despite decades of campaigning, the ‘safe sex’ message does not appear to be getting through because the number of annual HIV diagnoses has remained at around 6,000 for the last five years.

While we know which risk factors increase someone’s exposure to the virus, no one had ever developed a method to predict someone’s imminent risk of becoming HIV positive by looking at his or her historical clinical data and then actively intervening to try to reduce that risk.

A risk predictor was developed to identify people with a >10% chance of catching HIV within a year. People that matched the criteria were invited on to a lifestyle intervention called PRIME - a digital support service that spoke in a sexually positive tone and provided advice to suit every lifestyle, even if that meant advising people that still wanted to practice risky sex.

The results saw a 94% fall in HIV infection risk, along with a >50% reduction in other sexually transmitted diseases, and has been attributed as one of the key factors in the 42% reduction in HIV diagnoses in the wider clinic population.

Judges' comments

This was an impressive, bold and brilliant campaign that absolutely blew us away. It not only changed lives, but the metrics were mind blowing and it showed a real passion. We would not only want to be part of this team, but the work made us proud to be part of the industry. The best campaign we’ve seen in a long time - it had absolutely everything.


Highly commended

MS: No Filter - by Creation for Novartis Pharma AG


Finalists

IBD Unmasked - by Ketchum for Takeda Pharmaceuticals


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:

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dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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