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Why Sit it Out?

by CSL Behring
with support from Pegasus

Summary of work

Why Sit Out? is a multichannel communications campaign that has successfully inspired more participation in physical activity for boys with haemophilia.
By identifying barriers to participation – such as concerns around bleeding episodes – we devised a clear strategy to engage with patients, their parents and HCPs, built around targeted and evidenced behavioural interventions.
After devising the optimal channel mix to reach our audiences, we worked closely with boys living with haemophilia and their parents to tell their stories in their own words. Supported by an inspiring film that showcased their experiences and a practical ‘activity finder’ tool, we achieved broad reach and high levels of user engagement.

More importantly, we exceeded our target metrics for the campaign, increasing participation in 81% of 5–17-year olds, and 58% in adults aged 18–22.1 Remarkably, 100% of people who engaged with the campaign said it helped them overcome barriers to being active1 – double our target of 50%. Finally, we reduced the percentage of 5–17-year-old boys who were doing no activity outside of school from 45% to just 2%.

Feedback from HCPs who engaged with the campaign was overwhelmingly positive. Efforts are ongoing to ensure nobody with haemophilia sits on the sidelines.

Judges' comments

Why sit it Out ticks all the boxes with high quality execution, measurement, learnings and impact for patients, parents and healthcare professionals. It is a nice piece of research with a great web site.


KnowHAE – Improving Understanding in Hereditary Angioedema - by Takeda UK
with support from Makara Health

Highly commended


Why Sit it Out? - by CSL Behring
with support from Pegasus

Face Up to Rosacea - by Galderma
with support from Havas Life Medicom

LiverSync® - by Norgine
with support from earthware

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