Best Creative Medical Education Programme or Campaign
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Judges Comments
Beautifully executed, with memorable and original use of a real patient voice; I especially liked the narration — his backstory adds authenticity and power.
Delivered in such a way as to give the listener time to reflect on their own understanding and challenge their own beliefs. A worthy winner!
To educate and celebrate everything the treatment has to offer, we invited delegates to grab a trolley and fill up on knowledge at The Conbreatheience Store.
Standing out from the crowd at Congress and engaging delegates in an innovative and creative way to support their education.
We turned the body into a factory where arteries and veins have factory components, such as conveyor belts, cogs and valves.
In our campaign, we follow the journey of cholesterol through the body until a mechanical malfunction happens at the Cholesterol Efflux area that disrupts cholesterol’s transportation through an artery. This leads to a major build-up of cholesterol in the artery wall and a subsequent breakdown in the heart.
The Cholesterol Factory has allowed cardiologists to experience what happens when cholesterol efflux malfunctions, educating them about the impact it can have on their patients.
Little understanding of the link between chronic kidney disease and its associated pruritus/itching (CKD-aP) means CKD patients often feel exhausted, embarrassed and alone, suffering in silence.
The “Let Your Itch Be Heard” campaign empowers CKD-aP patients to speak up about their itching, and how it impacts them daily. The visual signs of CKD-aP — sore scratch marks — are owned and visualised as the patient voice soundwave; symbolic of patients finally speaking up about their itch.
Striking and relatable, without being intimidating for patients, the multichannel education campaign directs patients to a core website, with emotive & relatable videos and support materials.
2021 was a year when many delegates to virtual events were simply bored of the now standard format of a key opinion leader presenting slides on a small screen. Attention was the primary currency. And gaining cut-through for LEO was paramount in a critical year: Tralokinumab is a big deal for LEO.
It’s a big deal for atopic dermatitis (AD) patients, who until recently have been underserved by generalist systemic treatments, rather than those targeted at the underlying biological components of AD specifically. So we challenged the client to think more like Netflix and less like pharma and create a “documentary symposium”.
