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Excellence in Healthcare Partnerships

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Winner

In My Shoes: 24 Hours with Crohn’s or Colitis

by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda


Summary of work

In My Shoes: 24 Hours with Crohn’s or Colitis

Right now, more than 300,000 people in the UK are living with a lifelong disease that many people have never heard of. In fact, the real number could be almost double that. Many of the people in the UK living with Crohn’s or Colitis feel that there’s a lack of awareness, empathy and understanding of their condition.

Crohn’s & Colitis UK and Takeda partnered to create the immersive app experience – In My Shoes: 24 Hours with Crohn’s or Colitis. The app enables people to step in the shoes of someone living with Crohn’s or Colitis and understand the impact of these conditions on daily life.

The partnership was a true collaboration from the start and with the support of digital agency Electric Putty and communications agency Mearns & Pike, the app was downloaded 23,000 times in 2019. This led to a 27% increase in both empathy and understanding of Crohn’s and Colitis and a significant decrease (almost 50%) in apathy towards the impact that these conditions can have on daily life.

It Takes Guts to talk about Crohn’s and Colitis and thanks to this partnership In My Shoes helped to ignite that conversation.

Judges' comments

In My Shoes stood out for doing everything right – starting from the approach each party took to working as partners. Its use of app technology was executed brilliantly, but it wasn’t technology for the sake of it and the focus remained on the shared objective at all times. Rock solid programme design together with careful delivery resulted in a measurable impact on shifting perceptions about Crohn’s and Colitis, clinching its worth as a winner.


Highly commended

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Finalists

Ageing Differently with HIV - by 90TEN for Gilead UK

Not Every Disability is Visible - by Evoke KYNE for Crohn’s and Colitis UK and Janssen-Cilag Limited

From Data to Policy Action: How Pfizer’s CTRL Cancer Partnership is Facilitating Policy Change to Improve Cancer Care in Central and Eastern Europe - by Porter Novelli for Pfizer Biopharmaceuticals Group/Oncology


Category Sponsors

Jon Pike, Mearns & Pike - Communiqué 2020 winner

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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