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Finalist

In My Shoes: 24 Hours with Crohn’s or Colitis

by Mearns & Pike for Crohn’s & Colitis UK and Takeda


Summary of work

Right now, more than 300,000 people in the UK are living with a lifelong disease that many people have never heard of. In fact, the real number could be almost double that. Many of the people in the UK living with Crohn’s or Colitis feel that there’s a lack of awareness, empathy and understanding of their condition.

In My Shoes: 24 Hours with Crohn’s or Colitis – by Crohn’s & Colitis UK and Takeda – is an immersive app that enables people to step in the shoes of someone living with Crohn’s or Colitis.

The multichannel media campaign to support the launch of the app resulted in 23,000 downloads of In My Shoes, over 200 media stories and a social reach of more than 700,000 people. This led to a 27% increase in both empathy and understanding of Crohn’s and Colitis and a significant decrease (almost 50%) in apathy towards the impact that these conditions can have on daily life.

It Takes Guts to talk about Crohn’s and Colitis and this media campaign ignited that conversation.

Judges' comments

In My Shoes was based on real stories and they made sure they showed a wide variety of angles. It had tenacity and was flexible and agile, adapting to the news agenda. It is a good example of immersive media planning.


Winner

Not Every Disability is Visible - by Evoke KYNE for Crohn’s and Colitis UK and Janssen-Cilag Limited


Highly commended

Emma, Work Colleague of the Future - by Virgo Health for Fellowes


Finalists

Genes Silenced. Voices Heard. Forging a New Era of RNAi Therapeutics - by akt health communications for Alnylam

In My Shoes: 24 Hours with Crohn’s or Colitis - by Mearns & Pike for Crohn’s & Colitis UK and Takeda

The UK Launch of Minimed 670g: - by Mearns & Pike for Medtronic


Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

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Tel: +44 (0)1372 414243

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