External Communications
With grateful thanks to our sponsor
In a post-pandemic landscape where climate change is driving the spread of mosquito-borne diseases, Valneva UK set out to raise awareness of the growing public health risks associated with international travel.
Focusing on Valneva UK’s core travellers, Digitas Health London developed an integrated campaign with a strong digital and influencer footprint, bringing to life the decisive moment that makes the difference between a dream holiday or a nightmare trip. The campaign delivered momentous results, inspiring travellers to visit Valneva UK’s website BewareOfTheBugs.com, encouraging further education on the disease burden and influencing proactive travel preparation by engaging their HCPs.
Judge’s Comments
This entry ticked many, if not all the boxes! Judges really enjoyed it, in particular the jeopardy underpinning the campaign that felt like original storytelling. They also liked how the concept emerged from the initial problem, building an audience persona and constructing a communications plan around this. Utilising a suite of tactics in social media, judges were fascinated to see how the diverse mix of influencers and paid media achieved the campaign’s objective of engaging their target audience.
Considering the small budget of £60k, judges really liked the initiatives taken to generate great results. All outcomes were cleanly laid against the benchmarks that had been set—and exceeded them. It was especially encouraging to see that there have been over 1000 downloads from the site; for the judges this demonstrated action from the audience, rather than just engagement metrics. In all, great creative concept and execution, with exceptional results—Well done!
Matthew Tickner – Pfizer
Moderna aimed to boost winter vaccine uptake among people with obesity (BMI over 40), a group at high risk for severe illness but with low vaccination rates. The campaign sought to spark a national conversation, raise awareness, and increase vaccination intent within this often-overlooked population, who face barriers such as vaccine fatigue, misinformation and stigma.
To address these challenges, Moderna partnered with Obesity UK to craft authentic, data-driven messaging grounded in real-life experiences. By amplifying community voices and leveraging social media, the campaign aimed to re-engage a disengaged audience, challenge misconceptions, and encourage vaccine eligibility checks through inclusive, respectful communication.
The “Complete the Picture” campaign was aimed at histopathologists, an often-overlooked group for unbranded campaigns, to encourage behaviour change when reviewing cases to facilitate accurate patient identification.
Using the clear, compelling and relatable visual, the campaign was executed through multi-platform visuals, educational brochures, and interactive booths at major conferences, revolutionising pathologist engagement. Pathologists felt their work behind the microscope was perfectly captured—patient-centric but not patient-facing.
By addressing pathologists, this initiative increased awareness, enhanced reporting practices and aligned pathology with evolving clinical standards.
LEO Pharma and Anthem’s external communications campaign aimed to elevate awareness of Chronic Hand Eczema (CHE) among UK-based dermatology professionals, focusing on the emotional, occupational and psychosocial impact of this often-overlooked condition.
Grounded in patient insights, the campaign used peer-led education, on-the-ground activation and real-world experiences to shift conversations beyond the skin. Through strategic phasing and multi-channel activation, it achieved deep engagement and intent to change behaviour among HCPs, while keeping the patient voice at the heart.
Every two seconds, someone develops a pressure injury and millions of patients die each year as a result. It’s a stark reality that Mölnlycke refuses to accept.
“One Life Lost” brought to life Mölnlycke’s global mission “Joining the Forefront of Prevention”, a rallying call to healthcare professionals to shift focus from treatment to prevention and take collective action against avoidable harm.
Designed to disrupt and demand attention, “One Life Lost” succeeded in sparking crucial conversations and exceeded expectations across all key engagement metrics.
