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Finalist

Ask for Clear

by Havas Lynx for Novartis


Summary of work

Affecting around 125 million people, psoriasis appears as patches of itchy red skin that can cover the entire body. Not only physically debilitating, its appearance is often embarrassing.

The good news – thanks to advances in dermatology, clear skin is now possible. The bad news is that, after years of failed treatments, over half of people with psoriasis don’t believe it’s achievable. Our job was to motivate patients to return to their dermatologist to “ask for clear.”

A 9,000-strong patient survey revealed a range of things people would do if they got clear skin, such as shopping, sunbathing and even streaking. So we wanted our campaign to celebrate the joy of clear skin, in all its forms.

With comedy director Nils Gerbens, we created a series of video stings capturing spontaneous moments of joy. One set at the beach features a man dancing with abandonment in what feels like an ‘unscripted’ video moment.

It worked. As part of the campaign, the sting helped generate 268,586 site visitors in six weeks, with the video in particular generating a 20% conversion rate for people returning to their dermatologist.

Judges' comments

Ask for Clear was teaching patients how to speak to doctors, empowering them and giving them confidence to own their condition. It had a clearly defined patient group, and the campaign gave patients a bigger ambition. Focused on moments of joy.


Winner

My Journey: Flight HIV101 - by 90TEN for Gilead


Finalists

Infantile Onset Pompe Disease Schools Pack - by Aurora Healthcare Communications for Sanofi Genzyme

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

Ask for Clear - by Havas Lynx for Novartis

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


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.