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Excellence in Engagement Through Multiple Channels (Digital and Traditional)

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by Ferring Pharmaceuticals with support from Havas Life Medicom

Summary of work

Occasional bed-wetting is normal for under 5s and it typically stops as part of growing up. However, around one-in-five 5-year-olds, and one-in-twenty 10-year-olds, continue to wet the bed. This can be hugely upsetting for both the children and the parents.

Online sentiment research showed common misperceptions around bed-wetting – for example, that ‘it’s one of those things’ and ‘it’s something that should not be talked about’.

We set out to challenge these perceptions by delivering tailored content through a range of channels that allowed us to reach the parents of at least 50% of 5-10 year-olds in the UK struggling with bed-wetting, by raising awareness of the issue through easily shareable content and inspiring action through discussion guides.

Selecting the right channels, with the right targeting allowed us to achieve the following:

  • Over 500,000 people who engaged with campaign content for 90 seconds or more
  • 60% of people who visited the campaign website opened the discussion guide and 57% of visitors surveyed on site reported they would talk to their doctor after viewing the site content
  • Overall, we activated 26,000 people to consider seeing their doctor about the issue.

Judges' comments was a good, simple campaign with consistency. It made effective use of the tools and digital channel and had impressive stats for the intention to see a doctor. In terms of mechanics, it was a complete entry and was a strong multichannel submission. The message was particulrlay good, considering it’s a stigmatised topic.


Project Family - by Ferring Pharmaceuticals with support from 90TEN, with project-specific support from Syneos

Highly commended

Confidence BE Launch Campaign - by Salts Healthcare with support from The Foundry

Finalists - by Ferring Pharmaceuticals with support from Havas Life Medicom

Rosacea: Beyond the Visible - by Galderma with support from Havas Life Medicom

Chickenpox Awareness Campaign - by MSD with support from Purple Agency

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022