Excellence in Media Relations

Summary of work

In March 2014 the JCVI overturned its previous decision and recommended that the first vaccine for Meningitis B should be included on the National Immunisation Programme. This will save the lives and limbs of thousands of babies each year.

The work to achieve this began with a high-impact CHMP positive opinion in November 2012 and ramped up in the second half of 2013 following an initial shock rejection from the Government’s advisory Committee (JCVI).

The agency’s campaign comprised two strands: Firstly, a media blitz at launch compelled the JCVI to review the vaccine with unprecedented speed (June 2013). Secondly, the agency focused on highlighting the extensive support for the vaccine while questioning the flaws in the initial assessment ahead of the JCVI’s next meeting early in the New Year.

Overall, by the end of 2013, 350 relevant articles were published and over 450 million media impressions generated across all channels. This contributed to the JCVI agreeing to conduct ’additional analyses’ and finally deciding to introduce the vaccine, a U-turn from its previous position.

The agency combined passion and commitment with creativity and innovation to deliver a result which looked unachievable, given that the last meningitis vaccine took five years to be introduced.

Judges comments

This was meticulous work that left no stone unturned. Strategically excellent and a thoroughly comprehensive two year campaign, leveraging the voices of third parties and generating compelling evidence.