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The Havas Health Award for Excellence via Digital/Social Media

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Winner

Dean Street at Home

by 56 Dean Street with support from 90TEN Healthcare


Summary of work

Winner: by 56 Dean Street with support from 90TEN Healthcare

Thirty years after HIV was first diagnosed in the UK, the message about safe sex and the need for regular testing has fallen on deaf ears. Today, HIV is one of the fastest growing long-term health conditions in the UK, with 25 per cent of those affected still undiagnosed.1

The evidence base highlights fear of venepuncture, unwanted counselling and inconvenience of attending clinical services as the key barriers to testing.

Dean Street at Home was designed to eliminate these barriers and reach gay men using social media and smartphone apps. Gay men are directed into an online risk assessment questionnaire before being offered a free HIV mouth swab testing kit. Patients take the test at home and return the kit in the post. Negative results are sent to the patient using mobile technology and anyone who tests positive is offered further testing, support and management at a face-to-face clinic.

Within 12 months, the service was responsible for diagnosing around 3 per cent of all new HIV diagnoses in gay men in London and reduced the cost per diagnosis by 32 per cent - thus making it highly cost- effective compared to similar pilots.

References
1 NAM aidsmap: UK data suggest that treatment isn’t curbing the gay HIV epidemic – because of undiagnosed infections; Accessed January 2013.

Judges comments

This initiative had a little bit of everything, which resulted in a complete solution ... it had very clear and well structured objectives with strong KPIs and health outcomes. It was simple, highly effective and low cost. It built in insight gathering and analysis, which allowed for regular adaptation of the campaign and demonstrated clear ROI when compared to traditional approaches. Through effective use of existing media among a close knit community it got great results and should be commended for its focus on making savings on the cost of NHS diagnosis.


Finalists

Utilising social media to reach new overactive bladder patients - by Astellas Pharma Ltd with support from Big Pink

MyAsthma - by GSK with support from emotive

Innovative digital solutions address unmet needs for people living with ADHD - by Janssen with support from Aurora

Xeplion promotion campaign and patient support in schizophrenia - by Janssen with support from Havas Lynx

Meningitis: Keep Watching - by Novartis Vaccines and Diagnostics Limited with support from Ruder Finn