Excellence in Engagement Through Digital Channels

Summary of work

The ‘IPF - Why Wait?’ social media campaign combined unique, disruptive creative content with informed micro-targeting strategies to successfully communicate with a very small and hard to reach healthcare professional audience of pulmonologists about the importance of early intervention in a rare respiratory disease. Using emotive rather than scientific content to catch attention and create intrigue, the campaign connected with physicians outside their clinical setting and required them to stop and rethink their attitude towards treatment of idiopathic pulmonary fibrosis (IPF) – a rare and fatal lung disease –  and motivated them to dig deeper into available evidence on the advantages of early treatment.

Judges' comments

IPF – Why Wait? demonstrated great creativity and simplicity in a very successful, targeted campaign. Compelling use of video to engage audiences and they coupled the emotive message with an education resource, which was very effective.