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Excellence in Engagement through Multiple Channels (Digital and Traditional)

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Why Sit it Out?

by CSL Behring
with support from Pegasus

Summary of work

Why Sit Out? is a multichannel communications campaign that has successfully inspired more participation in physical activity for children and young people with haemophilia.
By first identifying barriers to participation – such as concerns around bleeding episodes – we devised a clear strategy to engage with patients, their parents and HCPs, built around targeted and evidenced behavioural interventions.
Considering channel preferences and limitations, we were able to selectively target the optimal channel mix to reach our audiences. Helped by an emotive film, and a practical ‘activity finder’ tool, we achieved broad reach and high levels of user engagement.

More importantly, we exceeded our target metrics for the campaign, increasing participation in 81% of 5–17-year olds, and 58% in adults aged 18–221. Remarkably, 100% of people who engaged with the campaign said it helped them overcome barriers to being active1 – double our target of 50%. Finally, we reduced the percentage of 5–17-year-old boys doing no activity outside of school from 45% to just 2%1.

Feedback from HCPs who engaged with the campaign was overwhelmingly positive. Efforts are ongoing to ensure nobody with haemophilia sits on the side-lines.

Judges' comments

Why Sit it Out? was a campaign with clear endpoints and had a good impact. It has a strong focus on primary care research on patients and healthcare professionals, with a clear strategy. The judges liked that the objectives showed the outcomes on different levels.


Challenging the Traditional: Shaping the Future of Cardiology - by Edwards Lifesciences
with support from VCCP Health

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Entyvio® (vedolizumab) Subcutaneous: Launching in a Brave New Virtual World - by Takeda UK Ltd
with support from Aurora Healthcare Communications


Why Sit it Out? - by CSL Behring
with support from Pegasus

Join the Fight #HPVwise - by MSD
with support from Precision Effect

#PutCancerToTheTest - by Roche
with support from Galliard Healthcare Communications

Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021