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Finalist

It's Not You, It's Your Thyroid

by Porter Novelli for Merck


Summary of work

Thyroid disorders are among the most frequent diseases in the world, with about 1.6 billion people at risk and women four to seven times more likely to be affected. Up to 50% of those affected are thought to be unaware. Merck challenged Porter Novelli to help raise awareness of thyroid disorders in women to encourage testing among those displaying symptoms, while positioning Merck as a leader in the field of thyroid disorders.

Our creative theme, ‘It’s not you. It’s your thyroid’, focused on the similarity between the symptoms of thyroid disorders and the effects of a busy lifestyle. We employed a wide-reaching social media campaign, supported by a targeted digital promotion on Facebook, to drive women to the newly created thyroidaware.com website, where they could research symptoms and causes, and use a symptom-checker tool to assess risk of a thyroid disorder.

Judges' comments

Porter Novelli and Merck have put together a good campaign with solid segmentation and clarity and simplicity of message. The creativity of the promotional materials was appreciated, and these were also well targeted to the audience.


Winner

Flo. - by Virgo Health for Bayer


Highly commended

My Journey: Flight HIV101 - by 90TEN for Gilead


Finalists

HS Online - by Biosector 2, a Syneos Health™ Company for AbbVie

It's Not You, It's Your Thyroid - by Porter Novelli for Merck

Think Toddler Sized - by Say Communications for Infant & Toddler Forum, supported by 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.