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The Langland Award for Excellence in Healthcare Partnerships

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Finalist

I Am Number 17 - Raising Awareness of Rare Disease Across the UK

by Hill+Knowlton Strategies for Takeda


Summary of work

Faced with a lack of public understanding and a competitive healthcare environment, the rare disease community has traditionally struggled to gain a share of awareness from necessary policymakers. Developing innovative treatments for rare diseases is especially challenging and patients face barriers to access.
Takeda wanted to educate vital stakeholders – including the general public, policymakers, and healthcare professionals – so that they understood the issue and were inspired to act. Using one simple insight, H+K brought the experience of living with a rare disease to life: while seemingly uncommon, 1 in 17 people in the UK are affected.
Working with 13 patient organisations, we identified 17 ‘changemakers’ (those having a rare disease themselves or knowing someone who does) with artists to represent their experience. The resulting work was then launched at an exclusive event in London’s Oxo Gallery, receiving nationwide recognition with 59 pieces of broadcast coverage together reaching 4 million people.
Through a grassroots effort, our spokespeople represented the spectrum of their community and were empowered to start a movement. I Am Number 17 is dedicated to affecting real change for those living with rare diseases and, far from being a one-off event, is a long-term campaign to support everyone impacted.

Judges' comments

I am Number 17 is a strong entry with innovative, engaging implementation and good opportunities for localisation. The visual identity is brilliant with fabulous stakeholder engagement. It had a creative and positive approach to partnership in support of rare diseases.


Winner

ACTION ON FISTULA™ – Changing the Fistula Treatment Landscape in Kenya - by Astellas Pharma Europe Ltd and Fistula Foundation


Highly commended

New Normal Same Cancer – Reversing the COVID-19 Effect on Cancer Care - by MHP Communications for AstraZeneca Global


Finalists

Helping Head and Neck cancer survivors overcome barriers to employment - by Aurora Healthcare Communications for Bristol Myers Squibb

I Am Number 17 - Raising Awareness of Rare Disease Across the UK - by Hill+Knowlton Strategies for Takeda

The London Testing Alliance - by OVID Health for MedCity


Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

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

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