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Excellence in Media Relations – Brand Associated Consumer Health

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Where is your line?

by Red Consultancy for Allergan

Summary of work

Where is your line?

With widespread negativity about facial fillers, linking them to ‘botch jobs’ and celebrities, Allergan (makers of leading facial filler Juvéderm) challenged us to create some balance in the editorial debate and reach their target audience of 30+ women with credible, positive health messages.

Mail Online was identified as the leading source of online negativity: their sensationalist articles often appear on the first page of online searches around ageing and arguably set the tone for views of the wider media.

Our resulting unique social experiment featuring real women, backed up by qualitative research, ensured we delivered a substantial and overwhelmingly positive feature in Mail Online. The feature contained ALL key messages, expert comment, a three minute video, imagery and campaign URL.

Not only was it one of their top 20 most-read articles for two days, as well as shared and commented on extensively, it kick-started a range of positive national print media articles and long-tail online content.

Judges comments

This is a great example of contemporary communications they were laser-like in their targeting and objectives and the results were brilliant. It is bang on and a worthy winner.


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Category Sponsors

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

Contact information:

For sponsorship opportunities:
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Tel: +44 (0)1372 414200

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Debbie Tuesley
Tel: +44 (0)1372 414243