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The Lucid Group Award for Excellence in Corporate Social Responsibility

Sponsored by

  • Full Results
    • Winner

      #MakingSchistory: Celebrating the 10-year Anniversary of Merck’s Medicine Donation Program

      by MSL For Merck


      Finalists

      Cuttsy+Cuttsy

      by Cuttsy+Cuttsy

      WeWontRest

      by EFPIA – European Federation of Pharmaceutical Industries and Associations

      Code of Ethics Awareness

      by integrated medhealth communication (imc) for AstraZeneca


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Winner

#MakingSchistory: Celebrating the 10-year Anniversary of Merck’s Medicine Donation Program

by MSL For Merck


Summary of work

#MakingSchistory: Celebrating the 10-year Anniversary of Merck’s Medicine Donation Program

For ten years Merck has been donating the treatment for schistosomiasis in sub-Saharan Africa, providing over 500 million free tablets to more than 100 million children.

Merck wanted to celebrate the ten-year anniversary of the donation programme and increase the disease’s share of voice. So we created #MakingSchistory – a platform that is unique, creative, easy to spell, say and share to engage stakeholders in vital conversations. The best way to ensure cut-through would be with a strong, clear visual that brought the focus onto schistosomiasis. We floated a 25m long yellow schistosomiasis worm emblazoned with #MakingSchistory on Lake Geneva during the WHO NTD Summit. Lastly, we published a report, The People #MakingSchistory: The Global Fight Against Schistosomiasis giving a voice to those involved in the fight for elimination.

During the campaign, schistosomiasis had the highest SOV during the summit, #MakingSchistory was independently used by the WHO and Médecins Sans Frontières, and coverage was secured in The Guardian, BBC World Service and the British Medical Journal.

“It’s a strong commitment, not only for the elimination of schistosomiasis, but also as a strong and responsible partner in Global Health.” Belén Garijo, Member of the Executive Board of Merck & CEO Healthcare.

Judges' comments

The entry from Merck and MSL was a strongly reactive, professional and integrated campaign with good goals. The judges praised the campaign's creativity, noting how the inflatable worm helped connect with a broad audience enabling them to understand a little-known disease and how it was refreshingly different from the kinds of communications the industry usually uses. They were impressed by the amount of third-party stakeholders brought on. The judges praised the donation programme itself and how the company is clearly committed to it for the long-term.


Finalists

Cuttsy+Cuttsy - by Cuttsy+Cuttsy

WeWontRest - by EFPIA – European Federation of Pharmaceutical Industries and Associations

Code of Ethics Awareness - by integrated medhealth communication (imc) for AstraZeneca


Category Sponsors

Louise Dunn, Communications Consultant – 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

Contact information:

For sponsorship opportunities:
Sales Team
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Helen Palmer-Wickens
Email: hpalmer-wickens@pmlive.com
Tel: 01372 414253