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The Judges’ Special Award for Innovation

Sponsored by


The ‘Breathtaking’ Campaign – Breathing life into an unknown condition

by Ketchum Pleon for Bayer HealthCare

Summary of work

Pulmonary hypertension (PH) is a life-threatening condition, which is thought to affect several million people globally, yet remains virtually unknown.

Coordinated by the Pulmonary Hypertension Association (PHA) Europe and sponsored by Bayer HealthCare, the first European awareness campaign was created to increase understanding of PH, its severity and the symptoms associated with the condition. Having reached thousands of people across Europe, through global and locally driven targeted activities, the Breathtaking campaign has successfully put PH on the media’s agenda and provided valuable education to the general public and those who may be affected by the condition.

Judges comments

This campaign had very clear and concise objectives and strategy. It was a good exercise in social media working well with the ‘blue lip kisses’ theme running through every element, which made it a truly integrated campaign. It was impressive to see the breadth of local market engagement on a European campaign of this sort.

Stakeholder comments

Association president: The Breathtaking campaign was the PHA Europe’s first large scale, European-wide campaign and it exceeded our expectations in terms of national patient group, media and public engagement. The agency’s creative strategy and innovative tactics gave the campaign great visibility helping to spread our important messages about PH widely.

Strategic marketing general medicines: Delivered with passion and commitment, this seamless multi-lingual and multifaceted campaign built and maintained momentum as it rolled out across Europe, delivering results that surpassed all of our expectations.

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

Contact information:

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