Finalist
Why Sit it Out?
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 boys with haemophilia.
By 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.
After devising the optimal channel mix to reach our audiences, we worked closely with boys living with haemophilia and their parents to tell their stories in their own words. Supported by an inspiring film that showcased their experiences 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 18–22.1 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 who were doing no activity outside of school from 45% to just 2%.
Feedback from HCPs who engaged with the campaign was overwhelmingly positive. Efforts are ongoing to ensure nobody with haemophilia sits on the sidelines.
Judges’ comments
Why sit it Out ticks all the boxes with high quality execution, measurement, learnings and impact for patients, parents and healthcare professionals. It is a nice piece of research with a great web site.
