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‘Shape Your AS Future’ Campaign

by The Clarion Portfolio for Novartis Pharmaceuticals UK & The National Ankylosing Spondylitis Society (NASS)

Summary of work

Ankylosing Spondylitis (AS) affects approximately 220,000 people in the UK causing spinal vertebrae to fuse. Patients suffer from consistent symptoms of chronic back pain, stiffness and fatigue, with unexpected periods of severe ‘flares’. For many this can lead to impaired mobility, feelings of isolation and anxiety while developing ’coping’ mechanisms, becoming disengaged and demotivated over time.

Working with a multidisciplinary team of AS patients, The National Ankylosing Spondylitis Society (NASS), rheumatologists and physiotherapists, we developed the ‘Shape Your AS Future’ patient activation campaign. Using a purely digital media plan, patient segmentation and audience profiling, highly targeted adverts drove patients to a website with an interactive assessment and key resources. The goal: empower patients to understand the impact their disease is having on their life and better communicate these to their healthcare professional.

In four months, we generated over 26 million impressions, 43,899 engagements on social media, 157,000 website sessions and had 20,557 people start the interactive questionnaire. It has empowered thousands of AS patients to re-engage with their condition and communicate better with their healthcare team about the challenges they face. The aggregated responses have influenced the strategic decisions of NASS and Novartis regarding the future needs of AS patients.

Judges' comments

The Clarion Portfolio, Novartis Pharmaceuticals UK and the NASS put together a very well executed campaign with clear demonstration of impact. A great example of a multi-channel programme.


Tackle TD - by Virgo Health for Bayer

Highly commended

IPF – Why Wait? - by Ogilvy Health for Boehringer Ingelheim


LADbible Campaign - by Hanover Communications for Roche Chugai

‘Shape Your AS Future’ Campaign - by The Clarion Portfolio for Novartis Pharmaceuticals UK & The National Ankylosing Spondylitis Society (NASS)

Category Sponsors

Catherine Devaney, WE Communications – Communiqué Awards Judge

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
Tel: +44 (0)1372 414200

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

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253