Excellence in Engagement Through Multiple Channels (Digital and Traditional)

Summary of work

Ferring has spent decades tackling unmet needs to help people around the world to build families. Ferring has done this through researching and innovating in the fields of fertility, safe birth and premature birth prevention, and through not-for-profit programmes to advance treatment and care in these areas.

In 2018 two of Ferring’s flagship not-for-profit initiatives would reach major landmarks. Raising the profile of these initiatives was vital not just to improve Ferring’s reputation, but to maximise the potential of these programmes to improve awareness of safe birth and premature birth. To do this we developed and delivered Project Family – an ambitious multichannel communications campaign designed to amplify the impact of Ferring’s not-for-profit initiatives and raise awareness of key issues in safe birth, premature birth and fertility.

Through social media, influencer engagement, print and broadcast media and live events, Project Family has connected Ferring with its audiences around the world and fuelled a global conversation about everyone’s right to build a healthy family and the need to support families everywhere.

Judges' comments

Ferring, 90TEN and Syneos really know how to write an entry. Key success factors of any omnichannel campaign are the depth of customer insight and the reach and behaviour change of the initiative and this entry had resounding evidence and clear metrics to show they had achieved that. With 1.5 billion people reached, the use of local influencers to ensure relevance and a depth of customer intimacy at the heart of every single activity of the campaign be it on and offline, this entry really stood out for us.