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The Judges' Special Award for Innovation in Healthcare Communications

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Finalist

National Blood Week 2013: Know blood give blood

by The Red Consultancy for NHS Blood and Transplant


Summary of work

Understanding the uses of blood encourages more donors to give... but educational messages need creative clout to cut-through. The campaign was launched with a topical image of ‘comeback king’ David Bowie inviting past donors to become a ‘hero’ once again, and the compelling call to action, ‘Know Blood Give Blood’, appealed also to first-time donors to make their contribution. Enviable broadcast coverage and pro bono celebrity support provided mass appeal, backed up with digital content shared among the donor community.

Judges comments

This was a clever and well executed campaign. The concept of employing David Bowie's Heroes was clever and innovative. The campaign brilliantly leveraged celebrity endorsement and utilised creative tactics to make donating blood more accessible to the general population. Finally, clear insight also drove increased awareness and undisputed public action.

Winner

Decisions in Time - by emotive for Novo Nordisk


Highly commended

Getting Straight to the Point - by Biosector2 for Novo Nordisk


Finalists

HaemophiliaLIVE 2013 - by Bedrock Healthcare Communications for Novo Nordisk

ADHD Experience Maze – inspiring empathy and building internal ambassadors in ADHD - by Just:: Health Communications for Shire

National Blood Week 2013: Know blood give blood - by The Red Consultancy for NHS Blood and Transplant


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.