Disease Awareness: Public/Patients

Loneliness is a significant problem in the UK, with 3 million people saying they feel lonely some or most of the time. One of the assumptions people make is that loneliness only affects those physically isolated, but you don’t have to be alone to feel alone.

Partnering with England footballer, Declan Rice, we created a haunting film that gives the impression he is playing on his own, wrestling with invisible opponents. It is a metaphor for how loneliness can feel.

With the message “Let’s tackle it together”, the campaign was designed to encourage those struggling to seek support from CALM.

Judges Comments

Due to the simplicity of the idea and the power that is generated, It’s hard not to feel anything watching this. The visuals are striking and impactful, and the story builds to a crescendo with a great payoff at the end with the helping hand.

This is an entry that clearly defines the audiences, leverages insights, is clear on objectives and connects the dots. The copy and text is tight, and Declan does a great job at the end as a non-actor, conveying solitude and then hope.

Flu season 2021/22 was different. Covid was still king and vaccinations messaging was rife. Flu was reappearing, which can be worse for kids. We needed something impactful. So we physically sneezed on people.

Our immersive cinema advert featured a young girl talking to cinemagoers directly. When she sneezes, we actually sprayed the audience. Even our digital sneezing posters sprayed people.

With both advert and poster filmed and amplified on social media, in four weeks a quarter of Manchester’s population had interacted with our campaign, with 2,032,106 impressions (80% watching the film to the end). Plus a 12.7% uplift in local child flu vaccinations.

Give Your Fanny Five is a campaign that makes checking your bits memorable, accessible and acceptable, showing why taking five minutes to look, touch or learn about your fanny could save your life.

When fanny cancer deaths are preventable, instilling good habits is vital and helps to spot symptoms sooner, which could be lifesaving. With this information at hand, we launched a city-wide awareness and education campaign with the goal of arming five hundred 18- to 25-year-olds with fannies with the fanny fundamentals.

HEMLIBRA^® was launching the first ever pharmaceutical-branded live Twitch event and needed to incorporate a full read of lengthy safety information, mid-stream, without losing our gamer audience. The team invented Smitherton Gledhill, the foremost expert in safety videos, to deliver the required safety information in a completely unique way. We used humour and randomness to keep the energy up, even through the serious clinical content.

The approach was to turn a requirement — fair balance — into an opportunity to engage; what we call “Flair Balance”.

There is a “sea of sameness” in cervical screening campaign creatives, opening with women and people with a cervix pre-appointment, worrying what’s to come, and ending post-appointment with broadcast reassurances of “nothing to worry about”.

We needed to flip the script completely on its head to grab attention. Rather than chime “it’s all fine”, our creative — Let’s Talk Cervical Screening — took the bold step of creating two-way dialogue, positioning people as protagonists, and openly recognising “it’s not pleasant, but it could save your life”.

We reassured people their concerns are real, yet they’re not alone, and shouldn’t be put off.

As world leaders gathered in Scotland for the UN’s COP26 Climate Summit, one important item was missing from the agenda: The effects of climate change on brain health.

UCB Pharma, alongside EpiCC (Epilepsy Climate Change), decided to create news about it during the COP26 in Glasgow. We created The EnvironMental Issue, the first newspaper to clean the air and help people with neurological conditions.

Because of the EnvironMental Issue, Boris Johnson committed to invest more funds to research the impact of climate change on brain health.

People living with HIV can expect to live as long as anyone, thanks to advances in treatment and care. Not only that, if they are on effective treatment and their viral count is undetectable, the virus can no longer be passed onto any of their partners through sex.

Undetectable = Untransmittable.

Despite this, people living with HIV are still subject to stigma, isolation and ignorance from the general public, mainly because public ideas of HIV are rooted in the 80s and they haven’t been made aware of life-changing facts like U = U. They also don’t seek out any new information because HIV is still so stigmatised — A Catch-22.