Creative Impact Award
With grateful thanks to our sponsor
Overactive bladder (OAB) affects around 12% of the UK population.
While the condition is common, a lot of patients aren’t seeking help. There are multiple reasons why: the belief OAB is a natural consequence of ageing, failure to spot the signs and becoming accustomed to simply “coping”, as well as embarrassment.
We created a campaign to reveal the everyday adaptions people were making to “cope”, boost recognition of OAB symptoms, and ultimately empower patients to seek help.
Tactics included a hero film, partnering with Instagram influencers, alongside Google (search and display) ads, META posts and ALL4 “out of home” (OOH) placements.
Judges Comments
“Break Free From Plans to Pee” was a charming and honest campaign with which anyone—young or old, suffering or not—would sympathise. Despite minimal dialogue, the empathetic message comes through with clarity, power, and engagement. A refreshing touch of appropriately judged humour, often lacking in the pharmaceutical industry, makes this an excellent example of injecting wit into the narrative. The campaign was supported by an innovative and effective multi-channel strategy—the OOH and Influencer additions showed strong idea integration. This made its mark with a resulting strong performance, both internally and externally.
A simple and impactful idea, demonstrating a deep understanding of the problem through the eyes of the sufferer, along with brilliant execution that wasn’t afraid to use humour to generate cut-through to raise awareness and educate its audience—Judges adored this piece, deeming it a worthy winner and a campaign they would love to have worked on.
Sharaz Luke, Indigo Medical
In September 2023, the Shingles National Immunisation Programme (NIP) expanded, giving 1 million more people the chance to protect themselves from the pain of shingles, with a free NHS shingles vaccination. However, only 56% of our target audience knew a shingles vaccination was available on the NIP. Our challenge was to increase awareness of shingles vaccination in eligible groups before and after the programme change.
We created a positive, empowering campaign that made shingles prevention something to get excited about. The result was an omnichannel public awareness campaign that kickstarted the movement to get the UK “Shingles Ready”!
In 2020 we clapped for nurses and midwives, but the public didn’t really understand their roles. They aren’t old-fashioned stereotypes, they’re leaders in clinical care.
The RCN Foundation, with the CNOs, wanted to challenge deep-rooted societal beliefs, increasing public understanding of the expertise and diversity within nursing and midwifery.
The campaign showed how nurses and midwives are #HereforLife. We followed seven professionals in their day, creating beautiful, honest photography and film, shared through advertising, social content and grassroots engagement.
This pro bono campaign outperformed all KPIs. After seeing #Hereforlife, ~90% agreed there’s more to nursing and midwifery than they thought.
As loss of exclusivity approached, BRILINTA, once AstraZeneca’s biggest blockbuster, was experiencing -18% decline in global growth.
Our challenge: Reinvigorate the worldwide internal sales teams and slow the decline in sales.
2023, The results:
– BRILINTA returned to growth for the first time in 2 years, tracking +5% sales (+25% uplift)
– 2 million+ patients received BRILINTA in 2023
– Internal team motivation through the roof!
– 2,000+ cross-functional employees from 55+ countries, united in one goal
How did we do it?
We created an action-oriented emotive internal brand: From the Heart, inspiring a worldwide BRILINTA community who Speak Up, Reach Out and Touch Lives.
The “WONDERFLU” campaign recognised the vital disconnect between the traditional tropes of flu as a “fight” (think healthcare professionals as caped crusaders, viral vigilantes, militant missionaries fighting back infection…) and the reality for many providers of flu vaccines as a “chore”—who ultimately just craved “ease”.
And the results, well, they were rather “WONDERFLU” too! This campaign managed to pack a commercial punch, despite taking the “fight” out of flu and whilst simultaneously creating strong brand distinction in an increasingly competitive and creatively congested category.
Digital engagement levels smashed industry benchmarks, sales surged during launch and, ultimately, Seqirus maintained their market share.
