Paradigm Communications and Trio Health’s ‘Liver disease: Today’s complacency, tomorrow’s catastrophe’ campaign has won the Communique healthcare media relations award.
The one-off campaign, produced for The Hepatitis C Trust, reached over 100 million people in less than 24 hours, with over 300 million opportunities to see the promotion.
Coverage included pieces on the Six O’clock News and News at Ten, hourly bulletins on BBC News 24 and articles in the Daily Mail, Telegraph, Independent, Mirror and Evening Standard.
The broadcast-focused strategy delivered on its aim to put pressure on the UK Government, NHS England and Public Health England (PHE) to meet with the APPHG to consider its Report’s recommendations.
The PHE has since now agreed to a programme of work for tackling liver disease, to be released as a ‘liver disease framework’ this summer.
The success of the campaign was achieved through a high-impact media strategy that was executed to translate ‘policy’ content into compelling ‘scandal’ of liver disease and ‘catastrophic consequences of complacency’ engagement platforms.
The Communiqué judges said: “This demonstrates the value of a well-executed media relations campaign in its pure form. Exclusivity is always a gamble but it really worked. Where media coverage is not the end game, but the vehicle for action and change, they held their nerve.”
Run by PMLiVE publisher the PMGroup, the Communiqué programme is specifically designed to recognise and commend excellence and best practice in local, European and international healthcare communications.