Excellence in Corporate Communications – External Stakeholders

Summary of work

At Shire, the simple purpose at the heart of the business is to enable people with life-altering conditions to lead better lives. Throughout much of the world, the understanding and perception of attention deficit hyperactivity disorder (ADHD) is still evolving. This scepticism deepens the challenge for people living with the disorder. As a leader in this therapy area, Shire identified an opportunity to recognise and reward the organisations that work tirelessly to support those living with ADHD while publicly demonstrating its commitment to the ADHD community.

The Excellence in ADHD Patient Group Awards were developed and assessed in collaboration with a distinguished international panel comprising experts in patient advocacy, mental health and education. In its inaugural year, the programme launched to patient organisations worldwide in June 2014 via media and the Shire website. Entrants were invited to complete an application demonstrating how their project made a difference to the lives of people living with ADHD in their country. The awards attracted 10 entries from five countries, including two where there was no Shire affiliate present.

The international judging panel selected three winners on World Mental Health Day 2014, providing crucial support to three organisations supporting people with ADHD.

Judges comments

This is well-executed campaign, which is fraught with complexities given country codes of practice. It has strong business objectives and clear rationale supported by a thorough tactical execution.