Excellence in the Use of Data to Inform Campaign and/or Communication of Medical Insight Data

Summary of work

We have more health education than ever and yet we’re getting sicker. One of the biggest reasons for this? The office. Ergonomic workstation solutions company Fellowes, wanted to raise mass awareness of the health implications of sedentary desk lifestyles and become an authority on the subject of workplace health. We worked with globally respected Behavioural Futurist William Higham, and experts in ergonomics and occupational health, to research the effects the office will have on our future health if we don’t take action now. We created the Future Work Colleague Report, but a white paper wouldn’t help Fellowes gain mass media headlines, so we built Emma – a life-size model of the work colleague of the future. She’s a horrifying glimpse of our future poor health based on current office working practices. Within 24 hours, Emma and the report became a worldwide cultural phenomenon, a meme and TV star, all driving unprecedented enquiries for Fellowes.

Judges' comments

A stand out winner. Rooted in genuine insights, this smart use of data into something so visually arresting as to elicit a physical response, created outstanding earned media results. The campaign resonated with a broad audience across markets, despite the potentially dry subject matter of workplace health.