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Genes Silenced. Voices Heard. Forging a New Era of RNAi Therapeutics

by akt health communications for Alnylam

Summary of work

In July 2018 Alnylam faced a major challenge. Its first-ever RNA interference (RNAi) medicine was about to launch across the EU. Yet neither RNAi nor the initial diseases it was being used to treat were familiar beyond a tiny scientific audience and many experts were noting that health services would likely not deem such a medicine ‘value for money’.

By stripping away the jargon and making RNAi a story that everyone could relate to, the agency achieved outstanding media results. Equally as important was the truly integrated approach the team took; ensuring that the right noise was made at the right time to complement other teams striving to deliver access for patients in need.

From almost nobody having heard about gene silencing, the team delivered media results that led to it being highlighted as one of the ‘most significant medical breakthroughs of 2019’ by the BBC. The coverage achieved has had a profound impact that will support this technology for years to come.

Judges' comments

The campaign from akt and Alynylam really hit the nail on the head with the insights and understanding of the external environment. It had a clear strategy, smartly focusing on the science and had a good journalist engagement strategy.


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

Highly commended

Emma, Work Colleague of the Future - by Virgo Health for Fellowes


Genes Silenced. Voices Heard. Forging a New Era of RNAi Therapeutics - by akt health communications for Alnylam

In My Shoes: 24 Hours with Crohn’s or Colitis - by Mearns & Pike for Crohn’s & Colitis UK and Takeda

The UK Launch of Minimed 670g: - by Mearns & Pike for Medtronic

Category Sponsors

Debbie Tuesley - Communiqué Awards Director

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