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The KnowledgePoint360 Special Award for Innovation

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Highly Commended

Meningitis: Keep Watching

by Novartis Vaccines and Diagnostics Limited with support from Ruder Finn


Summary of work

Meningitis is a devastating disease which kills more children under five in the UK than any other infectious disease and leaves many more maimed with life-long disabilities. However, parents have a worryingly low understanding of meningitis and the protection that their children receive through vaccinations. A collaborative, digital, peer-to-peer public awareness campaign was created in partnership with the three UK meningitis charities, calling for parents to ‘Keep Watching’ for the signs and symptoms as children are not fully protected against all strains of the disease. The scale of collaboration between the charities was unprecedented. Through joining forces and pioneering the use of innovation, the united efforts led to a notable increase in awareness among parents that children are not fully protected against meningitis. The campaign reached an audience of approximately 31 million including a Facebook community of over 2,000 built in just four months; film views of over 6.6 million; and 24.7 million opportunities to see the campaign via on and offline media channels*.

*9 months on from launch the campaign Facebook page now has over 13,000 likes and an additional 100,000 film views have been achieved.

Judges comments

We really liked this well implemented, well articulated multi-channel campaign. An innovative approach to disease awareness ensured collaboration across all three charities and delivered excellent engagement and results. Very powerful and innovative.


Winner

Maintaining Adherence Programme - by Janssen with support from Havas Lynx


Highly commended

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