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Excellence in Digital Communications and Customer Engagement

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Winner

Meningitis: Keep Watching - an innovative and integrated digital health programme

by Ruder Finn for Novartis Vaccines and Diagnostics Limited


Summary of work

Winner: Meningitis: Keep Watching - an innovative and integrated digital health programme

Meningitis kills more children under five in the UK than any other infectious disease and leaves many more maimed with life-long disabilities. Despite this, parents have a worryingly low awareness and understanding of the disease and the protection that their children receive through vaccinations. 93 per cent of mums are active on Facebook; nearly 40 per cent of parents rely on the internet for health advice and 20 per cent value information from peers about specific child health issues. Based on these insights, the agency devised an innovative digital strategy to spread the word that children are not protected against all types of meningitis. We pioneered the use of social media with one of the first industry-led Facebook pages with two way dialogue to truly engage with the public and facilitate peer to peer dissemination. 10 influential parent bloggers were engaged as campaign ambassadors and a digital disease awareness programme reached an audience of approximately 31 million including a Facebook community of over 2,000 ‘likes’ built in only four months; film views of over 6.6 million; and 24.7 million chances to see via on- and offline media channels, leading to a notable increase in awareness among parents that children are not protected against all types of meningitis.

Judges comments

Digital Communications and Customer Engagement in healthcare have come along immensely in the last five years or so. Novartis Vaccines and Diagnostics and Ruder Finn together have shown how, with innovative targeting, an integrated campaign and really interesting content pushed out via Facebook and YouTube, they can come up with a campaign that’s not only equal to anything in the industry, but is the equal of anything outside the industry.


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Winners in Pictures

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Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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