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The Say Communications Award for Excellence in Integrated Product/Brand Communications

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Winner

Break the Flu Cycle

by 90TEN, Baird’s CMC, OmniaMed and Cogora for Seqirus


Summary of work

Break the Flu Cycle

Influenza is a serious and potentially fatal disease, and influenza-related complications lead to thousands of GP consultations and hospital admissions each year. Despite data showing that vaccine effectiveness was limited, and that some vaccines may be better for certain adult populations, the UK still maintained a ‘one-size-fits-all’ approach.

In July 2017, Fluad® (influenza vaccine surface antigen, inactivated, adjuvanted with MF59C.1), gained UK marketing authorisation. The challenge for the agency teams was to break the current influenza vaccination cycle, shifting beliefs from the embedded ‘one-size-fits-all’ approach, and help change vaccination practices and behaviours, to reduce the risk of influenza and subsequent influenza-related complications. The Break the Flu Cycle campaign focused on sharing clinical best practice, improving vaccine uptake, and therefore overall vaccine effectiveness, and, ultimately, patient outcomes.

The collaborative approach built advocacy throughout the UK influenza network and contributed to groundbreaking changes in UK influenza guidance by the JCVI and NHS England on the use of Fluad as the vaccine of choice for all adults aged 65 years and over for the 2018–2019 flu season. It has been estimated that up to 1,700 lives could be saved between 2018–2020 due to the new guidance.

Judges' comments

This multi-agency work on behalf of Seqirus demonstrated real evidence of need. The insight, strategy and achievement of specific outcomes all came together in a measurable and impactful campaign. The judges loved the way they involved HR, PR and medical education right from the beginning and focused on the right channels to obtain their goals.


Highly commended

The Early Years Nutrition Partnership - by M&F Health Communications for The Early Years Nutrition Partnership


Finalists

Inspiring Confidence - by Havas Life Medicom for Boehringer Ingelheim

Transforming the Course of Multiple Sclerosis: Excellence in Integrated Brand Communications - by Weber Shandwick for Roche


Category 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:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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