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Winner: Pegasus Public Relations |
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This award recognises the succesful outcomes delivered through a communications programme in supporting a non-prescription product device, or POM to P switch. It was necessary for the programme to illustrate clearly defined objectives and demonstrate how these fit within the broader marketing mix. Evidence of how the programme contributed to building product awareness with health professionals, patients or other stakeholder groups was also essential.
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Campaign overviewAn expert-authored report into head lice best practice revealed inconsistent advice from healthcare professionals results in parental confusion about treatment. The research involved pharmacists, healthcare professionals, schools and parents and recommended changes to head lice management in the UK. A panel of pharmacy experts developed 'golden rules of head lice management' to help pharmacists provide better advice to parents and a 'Once a Week, Take A Peek' educational campaign highlighted the importance of weekly head checks and again provided simple treatment advice, that audiences responded to very positively. |
"Such a fine example of medical and consumer tactics working well together. They used a clever, creative platform, uncovering a huge knowledge gap amongst parents. Very thorough and beautifully executed"
Other entries
Finalists: Munro & Forster for AstraZeneca UK with 'No Pain, All Gain' / Anxious Mums Pegasus Public Relations for Thornton & Ross with Covonia - Winning the Cold War! Tonic Life Communications for Reckitt Benckiser with The Hygiene Council: Cleaning up the Column Inches Virgo HEALTH and GlaxoSmithKline Consumer Health with The Launch of Alli
