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Excellence in Communications - Payers/Policy Makers

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Highly Commended

Test Saves Thousands from Cancer Treatment Unwanted Effects or Death

by Certain Health assisted by 5FU Test Alliance, Everso Creative, Markettiers and Symphony Digital Media for Oxford Cancer Biomarkers


Summary of work

In July 2019 we were engaged to raise awareness of the lack of DPYD testing prior to 5FU cancer treatment in England. More than 500 people a year were dying needlessly from their 5FU chemotherapy, given to prevent them dying from treatable bowel, breast and head and neck cancer. Added to the risk of dying, some 5,000 people each year suffer severe side-effects, often life-long. Polymorphisms (faults) on a gene called DPYD cause this reaction to otherwise fairly benign 5-FU chemotherapy. Simple, inexpensive tests for the missing gene were available but not used in most UK hospitals. We identified patient survivors and relatives of those killed by 5FU treatment and provided them with the skills and support to campaign for DPYD (also called DPD) mandatory testing. The group, the 5FU Test Alliance launched a national broadcast media campaign, a letter writing campaign and Freedom of Information campaign to highlight the issue. In November 2020 NHS England Clinical Commissioning published an urgent Policy Statement on Pharmacogenomic testing for DPYD polymorphisms with fluoropyrimidine (5FU) therapies which made testing prior to treatment mandatory. Today, no bowel, breast or head and neck cancer patient should die from 5FU, the treatment given to save them.

Judges' comments

This niche and specific campaign took an obscure nail and hit it straight on the head. The outcome was really impressive, with very clear benchmarking objectives outline, and the health impact really stood out for us. The campaign achieved great coverage and drove policy change!


Winner

Equality for Bladder Cancer Patients: A community campaign for timely treatment - by Incisive Health for Fight Bladder Cancer and MSD UK


Highly commended

Test Saves Thousands from Cancer Treatment Unwanted Effects or Death - by Certain Health assisted by 5FU Test Alliance, Everso Creative, Markettiers and Symphony Digital Media for Oxford Cancer Biomarkers


Finalists

Securing Expanded Patient Access: Campaign for a new medicines fund - by Incisive Health for Ethical Medicines Industry Group (EMIG)


Category Sponsors

Debbie Tuesley - Communiqué Awards Director

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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