Excellence in Social Media Strategy

Summary of work

Testosterone deficiency affects around one million British men, but symptoms like fatigue are often ignored, just 8% seek treatment. We needed to drive awareness among men over 50, a group that notoriously avoids medical professionals particularly for ‘sensitive’ conditions. We signed football star Harry Redknapp for a tongue-in-cheek video giving his lacklustre team the half-time hairdryer treatment while highlighting TD symptoms. The campaign scored BIG; targeted social assets were viewed over 400,000 times, driving thousands to a bespoke symptom checker with 13% then visiting their doctor to seek help.

Judges' comments

Tackle TD clearly identified its target audience and developed a brilliant rationale for channels selected to reach these individuals.