Excellence in Media Relations

Summary of work

Caroline Wozniacki announced her rheumatoid arthritis (RA) diagnosis in 2018 to the world, whilst no.2 ranked in the world at tennis. Like millions of women around the world with chronic disease she struggled with receiving a timely diagnosis and effective support.
Advantage Hers was co-created with Caroline to serve the unique needs of an underserved community of women living with a chronic inflammatory disease (CID) through education and empowerment, with a core focus on media relations and storytelling. It is a global, multi-channel, unbranded patient program designed to provide women aged 18-45 with a CID, with support and resources to help them understand their disease better, take more active roles in their care and improve conversations about their unique needs with their specialist.
The campaign launched on 9 Sept 2020 in media outlets all over the world, and exceeded all KPIs, showing a true improvement in awareness of their condition and behaviour of patients. Advantage Hers has a community of over a quarter of a million people who are now engaged with this campaign and interacting with its content and resources, while millions more have seen our content across the globe.

Judges' comments

A smart, comprehensive, well executed and engaging campaign with a clear strategy for this target audience and a great geographical spread of outstanding coverage. The use of the hub clearly amplified and upweighted the fantastic assets produced. It was impactful work that used multiple opportunities and channels to get the message out.