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Charitable Campaign of the Year

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Elevating Childhood Pneumonia on the Global Health Agenda

by MHP Communications for Every Breath Counts Coalition

Summary of work

ENGINE MHP was set an urgent challenge by the Every Breath Counts Coalition (EBC): get pneumonia, the leading infectious killer of children, on global health agendas. Centred on the shocking statistic – one child dies of pneumonia every 39 seconds – MHP designed a disruptive social media campaign aimed at governments, policy makers, global donors and the wider public.
With creative content including a 24hr livestream and short-film series we leveraged social channels to drive organic reach of 150 million, across 144 countries, and promote the world’s first Global Forum on Childhood Pneumonia.
After the outbreak of the COVID-19 pandemic following the Forum, ENGINE MHP supported EBC’s advocacy efforts to bridge the oxygen gap in LMICs by raising the profile of scalable innovative solutions led by on-the-ground partners on social media platforms.
By making this a digital first campaign, we cost-effectively reached audiences by leveraging partner organisation channels with no media spend. Recorded and publicly available commitments from global and national policymakers ensure they can be held accountable to reach the target of ending preventable child deaths from pneumonia by 2030. Recently, the Access to COVID-19 Tools Accelerator has announced a $US1.6 billion COVID-19 Emergency Oxygen Response to help the worst-affected LMICs.

Judges' comments

Elevating Childhood Pneumonia project was a sophisticated, well thought through and carefully implemented campaign with demonstrable results. It was innovative in getting the people at the event to share it on social media and it was helpful to see how results from the campaign suggest there was a direct impact on the action that then came about.


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Elevating Childhood Pneumonia on the Global Health Agenda - by MHP Communications for Every Breath Counts Coalition

Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

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