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It's Not You, It's Your Thyroid

by Porter Novelli for Merck

Summary of work

Thyroid disorders are among the most frequent diseases in the world, with about 1.6 billion people at risk and women four to seven times more likely to be affected. Up to 50% of those affected are thought to be unaware. Merck challenged Porter Novelli to help raise awareness of thyroid disorders in women to encourage testing among those displaying symptoms, while positioning Merck as a leader in the field of thyroid disorders.

Our creative theme, ‘It’s not you. It’s your thyroid’, focused on the similarity between the symptoms of thyroid disorders and the effects of a busy lifestyle. We employed a wide-reaching social media campaign, targeted digital promotion on Facebook, traditional media outreach and a series of local partnership activities to drive women to the newly created website, where they could research symptoms and causes, and use a symptom-checker tool to assess risk of a thyroid disorder.

Porter Novelli and Merck Global worked with Merck’s local affiliates to reach up to 13m people in more than 20 countries and the campaign was supported by 30 third-party groups.

Judges' comments

Porter Novelli and Merck’s patient journey model was impressive and shows a targeted approach to execution, clearly meeting a patient need. The judges particularly liked the interesting collaboration between communications and medical affairs – something which is often overlooked in pharma.


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Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

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

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253