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Finalist

The Facts About Fasting During Ramadan

By: MSD
With support from: GCI Health


Summary of work

50 million Muslims worldwide with diabetes choose to fast during Ramadan despite contrary advice from physicians and religious authorities. Merck Sharp & Dohme (MSD)’s ‘The Facts About Fasting During Ramadan’ was the first ever global campaign by a pharmaceutical company to help this huge patient population and address this critical unmet need. The 2015 campaign, which has evolved significantly since its inception in 2011 and year-on-year, was delivered via new high impact content, via channels previously not utilised to reach this important population and expanded across an unprecedented number of markets for a programme of its type. The addition of key engaging assets, such as the animated mini-series, extended the reach of a previously purely media-focused initiative. The campaign achieved what mattered most - the activation of patients to proactively plan for the fasting period - making it MSD’s most successful patient education initiative to date.

Judges' comments

This was well-executed and bold campaign that addressed a clear and significant issue and patient need, with a culturally sensitive approach.

 

Winner

Patient Power - A Digital Media Channel for Patient Empowerment - By: Patient Power
With support from: Brandcast Health


Finalists

Life after Heart Attack (LAHA) - By: AstraZeneca
With support from: Atlantis Healthcare

How Besins Healthcare changed IVF’s ‘Waiting Game’ - By: Besins Healthcare
With support from: VCCP Health

The Facts About Fasting During Ramadan - By: MSD
With support from: GCI Health

The Inside Story - Pompe and Fabry Disease - By: Sanofi Genzyme
With support from: Havas Life Medicom

Empower-ing People with Type 2 Diabetes - By: Spirit Healthcare