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Finalist

Follow My Lead

by Virgo Health for Roy Castle Lung Cancer Foundation


Summary of work

Imagine living with lung cancer. Now imagine being asked if you smoked. Do you deserve to die if you did? Every day lung cancer patients face remarks that hurt. Drawing on real-life patient experiences, we identified a universally relatable patient insight that people often feel nervous and uncomfortable when speaking to someone living with cancer. To help change people’s perception and behaviour towards lung cancer patients, we created a humorous but informative initiative to address the awkwardness, and support family and friends when talking to loved ones with lung cancer. Collaborating with a stand-up comedian might not be the obvious choice, but with doubled social engagement rates, an earned collaboration with TFL and a Sky News Twitter debate, the decision paid off and created the Foundation’s ‘best campaign yet.’

Judges' comments

Follow My Lead had good creativity and was open and honest using patient insights in a clever way to execute it. It was simple but effective with a great use of humour. The judges liked their broad channel use, how it captured a wide audience and the insight feeding into the strategy.


Winner

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


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

Contact information:

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

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