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The McCann Complete Medical Award for Innovation in Healthcare

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It's closer than you think: World Hepatitis Day

by Red Door Communications for World Hepatitis Alliance

Summary of work

Winner: It's closer than you think: World Hepatitis Day

A global Twitter campaign and targeted SMS outreach effort in Africa ensured that World Hepatitis Day 2012 reached and engaged more people than ever before.

The Twitter campaign asked global audiences to tweet a photo of individuals and groups of people performing the ‘three wise monkeys’ poses. Pictures were posted to the hashtag #seehearspeakno and automatically uploaded into a bespoke online gallery linked to the World Hepatitis Alliance website, Twitter feed and Facebook page. An important twist was that automatic replies were sent to each tweet to thank users for engaging and to let them know of a Guinness World Record taking place in their country to drive attendance. 1.7 million tweets were posted around the globe and measured through the hashtag. Celebrities including Sadie Frost, Boy George, and Fat Boy Slim posted photos to help raise the profile of the campaign.

Amongst more difficult-to-reach communities in Africa, a targeted SMS text-blasting campaign was delivered through Mobile Network Operators including Vodacom and Etislat in Ghana, Kenya and South Africa. 1.45 million people were reached and a staggering 24.5 per cent of people in South Africa texted back to receive more information.

Judges comments

It could be the first time we have seen such innovative use of a simple digital strategy actually implemented in the developing world. This campaign excelled in the use of old-style technology alongside new technology with great integration of multiple channels to ensure the right message reached the right patient, across different geographies. They achieved incredible reach, raising awareness and inspiring action. A creative, engaging and incredibly successful campaign and a worthy winner of this Award.

Winners in Pictures

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Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

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