Finalist
Live Life with ITP
with support from Havas Life Medicom
Summary of work
Immune thrombocytopenia (ITP) is a rare, autoimmune disease that prevents the blood from clotting properly and can result in excessive bleeding and bruising due to a reduced number of platelets. ITP affects approximately 3,000-4,000 people in the UK.
ITP has significant physical and emotional burden, with 72% of UK patients saying it impacts their energy levels, 48% reporting fatigue as their most common symptom, 68% saying it affects ability to exercise, and 60% reporting anxiety about platelet counts.
Patient insights highlighted a lack of ‘easily digestible and understandable information and resources’ that would be useful to support newly diagnosed ITP patients, to better understand the condition.
We set in motion a digitally activated campaign to encourage patients to be more vocal and active in their ITP management. Co-created with the ITP Support Association, stand-out, visually impactful storytelling delivered much-needed resources to help this underserved patient community to ‘stop counting, keep living’. Jonny Mellor, professional marathon runner, became an inspirational ambassador sharing his exclusive ITP story.
The ‘Live Life with ITP’ campaign achieved an impressively high level of engagement amongst a small patient population. The campaign resource ‘hub’ achieved ~21,000 unique visits over 10-months with an average dwell time >6 mins.
Judges’ comments
Life with ITP showed a good approach to gaining insights. It had strong, focused objectives with a segmented strategic approach. Very good measures achieved and strong feedback. Clearly an important campaign.
