by Mearns & Pike and Electric Putty for Crohn’s & Colitis UK and Takeda
by M&F Health for BAPEN and The Malnutrition Task Force
by dna Communications for AMGEN Europe GmbH
by Pegasus for Thornton & Ross
by Virgo Health for Roy Castle Lung Cancer Foundation
by Virgo Health for Roy Castle Lung Cancer Foundation
Imagine living with lung cancer. Now imagine being asked if you smoked. Do you deserve to die if you did? Every day lung cancer patients face remarks that hurt. Drawing on real-life patient experiences, we identified a universally relatable patient insight that people often feel nervous and uncomfortable when speaking to someone living with cancer. To help change people’s perception and behaviour towards lung cancer patients, we created a humorous but informative initiative to address the awkwardness, and support family and friends when talking to loved ones with lung cancer. Collaborating with a stand-up comedian might not be the obvious choice, but with doubled social engagement rates, an earned collaboration with TFL and a Sky News Twitter debate, the decision paid off and created the Foundation’s ‘best campaign yet.’
Follow My Lead had good creativity and was open and honest using patient insights in a clever way to execute it. It was simple but effective with a great use of humour. The judges liked their broad channel use, how it captured a wide audience and the insight feeding into the strategy.
Entry deadline | 10th March 2023 |
Extended entry deadline | 17th March 2023 (additional fee applies) |
Judging days | 4th, 5th and 19th May 2023 |
Awards Ceremony | 6th July 2023 |
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Charlotte Garnade
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