Excellence in Communication of Survey or Market Research Data

Summary of work

The States of Mind campaign was developed on behalf of HIV peer support charity Positively UK and Janssen and aimed to raise awareness and challenge the issue of poor mental health among people living with HIV (PLWHIV) in the UK.

Drawing insight from a survey of 200 PLWHIV in the UK, and by virtue of launch communications that embraced both traditional and novel approaches, States of Mind became a cornerstone of the debate around mental health in HIV.

States of Mind ticked boxes across the board. The campaign report gave UK HIV support organisations a platform for engagement with service providers, provided the basis for a scientific conference workshop and led to debate in both traditional and social media. Across niche and challenging media, the campaign yielded 18 individual pieces of coverage, resulting in more than six million opportunities to see (OTS) key campaign messages. The supporting Twitter campaign led to more than 80 third-party tweets that took States of Mind to almost 200,000 people.

Beyond the numbers and most significantly, States of Mind has enabled HIV support organisations across the UK to tailor their services to the needs of PLWHIV and ensure that mental health challenges are identified early and people receive the best possible care.

Judges comments

This showed excellent engagement with patient advocacy groups and other third parties. The campaign was creatively presented and it was good to see evidence of a digital strategy with strong use of social media. They really did think of everything and riding on the back of another disease awareness day was a clever idea. Providing a catalyst for action on funding, this had measurable outcomes and evidence of longevity.