Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Social Media Strategy

Sponsored by

Back to results


Winner

Breaking the Dangerous Cycle of Over-reliance on SABA Inhalers

by Real Chemistry for AstraZeneca


Summary of work

Breaking the Dangerous Cycle of Over-reliance on SABA Inhalers

Overuse of blue reliever (SABA) inhalers is a systemic and dangerous health problem. The situation prevails despite global asthma guidelines changing in 2019, urging doctors to stop treating symptoms solely with SABA inhalers
To disrupt decades of apathy, we launched an omni-channel patient programme with a key focus on social media encouraging patients to rethink SABA over-dependency. The campaign targeted all the inhaler trigger points where sufferers may over-rely on SABA. Our disruptive creative approach brought the broken cycle of SABA overuse to life.
To complement other activities like contextual programmatic display, we used cutting-edge AI-powered personalized Facebook and Instagram ads and YouTube pre-roll formats. Ads were developed with ‘trigger moments’ in mind, and activated based on real-time environmental factors (pollen, temperature, pollution.)
The Break Over-reliance campaign has been successfully implemented across 18 countries, with the backing of medical and patient groups who identified with campaign’s important message.

Judges' comments

This campaign was a well-deserved winner. It had very strong implementation – it was a well-researched, with good use of the platforms chosen, which in turn gave them very impressive outcomes overall.  It also demonstrated a clever use of contextual targeting to capture patient insights and used nudge approaches to guide patients through a clear-cut journey.


Finalists

Dysphagia is Hard to Swallow - by Havas Life Medicom for Nestle Health Science

Advantage Hers - Empowering Women with Chronic Inflammatory Diseases - by Ruder Finn for UCB Biopharma


Category Sponsors

Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

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
sales@pmlive.com
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Email: smeenaghan@pmlive.com
Tel: 01372 414253