Effectiveness Award

Multi-channel campaign

Sponsored by Four Health

Four Health offers unique insights and integrated communications solutions aimed at healthcare professionals, patients, policy makers and payers. The team includes Four Health Communications, offering PR, medical education and patient advocacy and access services; Four Public Affairs, offering strategic counsel, government affairs support, market access and policy campaigns; Four Health Media, offering media planning and buying services; and Four Engage, providing data-driven insights. Together, we deliver the power of four in healthcare communications.



Gold: PRIME – Making HIV History


By: 90TEN
For: 56 Dean Street

Aiming to reduce the spread of HIV by engaging with men who are at high (>10%) risk of becoming HIV+ within a year, PRIME was an innovative, multi-channel digital lifestyle intervention. The core programme was delivered by mobile because the target audience showed high engagement with this medium for sexual purposes. Live workshops, ‘cabaret’ sessions and a range of face-to-face and web services exclusive to PRIME users complemented the core digital campaign. This multi-channel approach was highly effective: PRIME users saw a 94% fall in HIV infection risk along with a >50% reduction in other sexually transmitted diseases.

 

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Judges Comments
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Silver: Something Amazing


By: Langland
For: The Fertility Partnership

The Fertility Partnership asked us to help more women consider becoming an egg donor. The result was the Share Something Amazing campaign. Collaborating with artist Stuart Semple, we created giant balloon installations across six nationwide cities to start debate and dialogue about egg donation. Valuable limited-edition balloons were handed out to women, who were invited to donate their gift to a stranger, turning the balloon into a metaphor for egg donation and allowing them to experience what it’s like to share something precious.




Bronze: The Bayer IMCM Lighthouse Project


By: Oi Ltd
For: Bayer

The Bayer Lighthouse Project was developed to help UK healthcare professionals identify and treat patients with hypogonadism, a condition that is under-diagnosed and under-treated by clinicians.

 

The core foundation of the campaign was built upon a traditional educational program and an integrated multichannel campaign was developed to provide an intelligent matrix of supporting content to help clinicians effectively identify and manage untreated hypogonadal patients within their practice



By: HealthCircle Advertising
For: Roche

IPF is a rare, incurable disease of the lungs. Reliable information is hard to find on-line and over 50% of patients are currently untreated. We created FIGHT IPF, an international, multichannel campaign showing patients how to fight back against IPF. We launched websites simultaneously in 6 markets featuring strategically and creatively aligned local language content and supported this with extensive media outreach across social, digital and traditional channels. In the first 6 months we achieved >200,000 unique visitors, >300,000 on-site video views, 7.21million twitter impressions and a 5% increase in proactive treatment discussions between patients and doctors across Europe and Canada.



By: Sandoz International


Despite decades of medical advances, >2 billion people cannot access medicines and >400 million lack access to essential health services. To help tackle this, Sandoz launched the Healthcare Access Challenge (HACk) to find young people with small ideas with the potential to create a big impact on improving healthcare in local communities. Sandoz HACk gathered 150 ideas from 30 countries (exceeding our own target by 200%), resulting in 6 finalists from which 3 winning ideas were selected from Ghana, Philippines and the Maldives. Each were awarded €20K and support to help bring their healthcare access ideas to life.



By: Say Communications
For: Danone Nutricia

The Infant & Toddler Forum data showed that 79% of parents routinely offer young children bigger portions than recommended. They developed an interactive, online Portion Size Table with pictures of 100s meals in recommended portion ranges and launched #rethinktoddlerportionsizes to raise awareness of overfeeding among UK parents and shift behaviour. The campaign achieved 169,000 visits to the tool in the first month and generated over 5,000 returning users every month in the following months. The tool appeared in 508 pieces of mainstream, blogger and parenting forums coverage and reached 4.2M parents on Facebook, generating 186,315 comments and reactions.




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