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Winner

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

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


Summary of work

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

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, with the support of Electric Putty and Mearns & Pike – is an immersive app that enables people to step in the shoes of someone living with Crohn’s or Colitis.

The multichannel 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 of that these conditions can have on daily life.

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

Judges' comments

The immersive nature of this simple, yet creatively strong and effective programme made the difference in this category.  Using an app tested and supported by the patient community, allowed for benchmarking and outcomes data to be accurately and reliably collected.  Sitting alongside a series of other objectives which were also exceeded, the programme really did deliver the perception change it set out to achieve.


Highly commended

Delivering a Healthcare Intervention: UK Malnutrition Awareness Week - by M&F Health for BAPEN and The Malnutrition Task Force


Finalists

Six Domains: What’s Your Combination? - by dna Communications for AMGEN Europe GmbH

Simple Steps - by Pegasus for Thornton & Ross

Follow My Lead - by Virgo Health for Roy Castle Lung Cancer Foundation


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

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