Excellence in Engagement Through Social Media/Digital Channels – Under £50,000

Summary of work

As a result of the COVID-19 pandemic, key MS health resources and services have been severely impacted. With government-enforced lockdowns, a lack of MS-specific guidance and reduced access to healthcare teams, reliable online resources were, and still are, needed. People with MS have been left to find answers to some of their questions. The internet and ‘Dr Google’ can make it hard to find reliable, factual and practical information. This can lead to a feeling of disengagement with care, which could in turn, have long-term negative implications.

In response, Biogen and Havas Just:: sought to provide accessible, engaging information to improve quality of life and to support the person beyond the MS disease. The resulting tailored traffic-driving campaign directed users to a digital platform designed to empower people living with MS to take control of their care. The campaign reached up to an estimated 93,872 people; a potential 36% (or 38,000 total) of the MS patient and carer population, outperforming typical industry benchmarks based on cost and engagement fourfold.

Judges' comments

My MS Space was well thought through with a good situational analysis. It was simple but extremely well done and extremely effective. It did everything right and smashed the KPIs. The website was easy to use, with a good framework.