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The Grey Healthcare Group Award for Excellence in Health Improvement and Education

Sponsored by

Finalist

Talk Choice

MSD in association with Pegasus PR


Summary of work

Through research we identified that women spend as much time choosing lunch as they do their method of contraception, so the 2011 Talk Choice campaign aimed to encourage women to spend more time reviewing their choices at www.talkchoice.co.uk to ensure their contraceptive method was appropriate for their lifestyle. 

The speed of contraceptive decisions was brought to life for media through a creative speed dating-style briefing, while targeted Facebook adverts brought the campaign to a social media audience. 

In the second phase of activity, a partnership with the NUS targeted 8,000 female students with a decision maker tool and expert interviews across student radio stations alongside an advertorial programme for healthcare professionals. 

There was a measurable increase in visits to the Talk Choice website with 89 per cent from new visitors. 

 

 

Executive summary as submitted

Judges comments

"This campaign was built on really clear, thought-provoking customer insight."