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Finalist

Live Life with ITP

by Novartis UK
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.


Winner

Fighting Failure: Reprioritising Heart Failure Care in the UK - by Novartis Pharmaceuticals UK Ltd
with support from Aurora Healthcare Communications, The Clarion Portfolio and Salt


Finalists

Break Over-Reliance - by AstraZeneca
with support from Real Chemistry

Talking PF, Mini Talks and Live Q&As About Lungs, Life and Keeping Strong - by Boehringer Ingelheim and Action for Pulmonary Fibrosis
with support from 11 London (supported by AVT)

LiverSync® - by Norgine
with support from earthware

Live Life with ITP - by Novartis UK
with support from Havas Life Medicom


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021