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90TEN celebrates double win for HIV campaign at Communiqué 2018

Agency wins two awards for bold My Journey: Flight HIV101 campaign


90TEN’s HIV campaign My Journey: Flight HIV101 picked up two awards at the Communiqué Awards, held at London's Grosvenor House Hotel on Thursday.

The healthcare comms consultancy won  in the Excellence in Patient/Consumer Health Programmes category, highlighting the growing importance of patient communications in today’s healthcare environment.

90TEN was in a strong category alongside other finalists from Aurora Healthcare, Porter Novelli, BioSector 2 and Havas Lynx.

The  My Journey: Flight HIV101 campaign was created for Gilead Sciences, and based around a short comedy film in which HIV positive passengers seize control of the flight from the bossy air steward so that they can be 'in control of their own journey' in managing their condition in the long term.

The irreverent spoof film starred well-known HIV positive drag queen Panty Bliss, and built around this was a multimedia campaign employing a number of channels, including gay dating app Grindr.

The campaign won its category thanks to the strength of its creative execution and the bravery with which it tackled its subject matter.

The Communiqué judges said: “The work by 90TEN had well-structured insight which was clearly driving strategy with a global reach. It was relevant to the target audience and had the whole package.

“The campaign was bold and it was amazing that the team had the courage to carry it out.  It was extremely creative, risk-taking and a good dose of fun.”

My Journey: Flight HIV101 had 17,500 social media interactions, leading to 18% of the target population showing intent to improve long-term health – a statistic that helped the campaign win another award of the night - Excellence in Social Media Strategy.

This category recognises campaigns that  used social media channels effectively to communicate messages, and the Communiqué judges said the 90TEN team did that, demonstrating “first-class strategic thinking and exceptional implementation”.

The campaign video collected a total of 710,000 hits, reaching 5.4 million users through social media. It also received 200 community social media posts and 4,000 shares.

The judges said: “Gilead and 90TEN have put together a well thought-out and brave campaign that communicated key messages in an attention-grabbing and humorous way that resonated with the very defined target audience.

Up against fierce competition from Cohn & Wolfe, Pegasus, Say Communications and Virgo Health, the judges said 90TEN’s campaign stood out and it was a “great example of an owned, earned and paid multi-channel strategy”.

Article by
Gemma Jones

2nd July 2018

From: Marketing



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