Excellence in Media Relations – Healthcare

Summary of work

Depression is a taboo topic rarely reported about in-depth especially in the absence of concrete news. It affects more than 350 million people worldwide, directly and indirectly, costing the globe at least £500 billion. Despite its prevalence, the disease still carries a significant stigma and is often misunderstood by businesses, society and the media. The global health summit was an initiative designed to initiate conversation among 170 global influencers and raise awareness of the need for improved care and better outcomes for those affected by depression.

Before the Economist Event’s Global Crisis on Depression Summit, Edelman was brought in to amplify the story around the globe and raise awareness that depression is one of the most significant public health problems facing the world in the 21st century. Our challenge was to engage global media interest around an already highly saturated topic while still getting across the unique message of this one-day event. To ensure extensive media engagement, in a short space of time, we needed the right insight. In response, we conducted comprehensive research and developed a tailored media approach based on these findings. This delivered more than 1,000 pieces of coverage reaching in excess of 300 million people across more than 30 countries.

Judges comments

A well rounded and integrated campaign from pre to post-event. Good targeting of media and use of ambassador engagement, with a slick and well implemented press office operation. Ultimately a high coverage-generating awareness campaign.