Finalist
Rosacea: Beyond the Visible
Summary of work
Research shows any severity of rosacea (characterised by persistent redness and bumps) negatively impacts people both physically and emotionally. Hidden symptoms like stinging, loss of confidence and feelings of low self-worth are highly prevalent but significantly under-recognised by doctors. At the start of 2018, only 12% of UK, German, Italian and Canadian physicians stated they were aiming to clear patients of all symptoms.
Changing that statistic required engaging a significant proportion of the audience (at least 25%), ideally several times. The only way to achieve that was to use a mix of targeted channels to deliver behaviour-changing content.
The result is a brilliant example of what mass reach can achieve – scaled attitudinal change that will have a real benefit to people’s lives.
Judges’ comments
Galderma and Havas Life Medicom’s entry had a strong, clear and comprehensive multichannel strategy with good use of distribution. It was a very interactive campaign that used the burden report in different ways. It had great message recall and exposure. There was a range of stakeholders and different routes to reach them, with different online channels and media being used.
