External Communications Campaign for a Pharma or Healthcare Organisation

Across the globe, one in five are unpaid caregivers. Although it affects so many, it’s a role that remains unacknowledged beyond those with direct experience. As part of their ambition to go “beyond the pill”, Teva has made it their mission to change this.

At the heart of the campaign is a film, which follows our protagonist as she navigates her day: not only supporting her elderly father, but also looking after young children and managing a hairdresser. We are taken on an emotional rollercoaster, from visceral exhaustion to beautiful, joyful moments, ending with a poignant reminder that “love doesn’t take a break”. The voiceover—by Hollywood actor John Rhys-Davies—strikes a tender chord, drawn from the actor’s experience caring for his wife.

Judges Comments

Casting a fresh light onto the challenges and emotions of being an unpaid caregiver, this campaign captures wonderfully, the emotive and compelling rollercoaster of both the painful lows and the rarer moments of happiness in caring for a loved one. With great insight, writing and cinematic craft, it highlights a hard statistic by showing care work’s emotional ups and downs. Above all, it feels authentic.

The simple idea, beautifully executed, puts the spotlight on an area of care that is often overlooked or relegated to secondary messaging. The campaign tells a story that needs to be told, in a way that is compelling, insightful and emotionally engaging—evoking empathy, not sympathy. It ultimately delivers a clear message, whilst holding the complexity of emotions that unpaid carers experience.

Paul Springthorpe, Takeda UK

“The People’s Poem” was a unique collaboration between Sanofi, esteemed spoken word artist Jaspreet Kaur, and UK advocacy organisations, Genetic Alliance, CRIPtic Arts, The Patients Association and MPS Society.

As a corporate initiative for Sanofi, “The People’s Poem” was all about spotlighting patient voices and demonstrating to a broad audience that Sanofi is a patient-first innovator, committed to listening to and amplifying real patient needs to ultimately improve outcomes.

The campaign invited the public to share their health experiences using the power of poetry, culminating at an event on National Poetry Day at Battersea Arts Centre with live performances.

In the UK, overdose deaths are rising dramatically. And for every life lost, there are families, friends and loved ones left behind. But their suffering is often unheard, unseen and stigmatised.

That’s why “Wish You Were Here Still” was created for International Overdose Awareness Day—to remember the departed and acknowledge the ongoing pain of those still grieving.

Because by showing the struggles of those touched by this tragedy, we can keep the conversation about overdose alive and prevent another loss.

The “Getting Veterans the Care They Deserve” campaign set a new record for the number of GP practices getting “Veteran Friendly” accredited—ensuring thousands of veterans will get access to the best care.

This highly targeted and creative integrated campaign achieved cut-through with national TV shows, priority healthcare trade media and professional healthcare associations.

Thanks to a powerful narrative, striking creative and clear educational content, not to mention a newly optimised landing page, a huge 229 practices got accredited in a single month—800% more than the monthly average had been before Evergreen PR began supporting the programme.

This campaign heralded the move by Sobi Global into a new therapy area: diffuse large B-Cell lymphoma (DLBCL)—and specifically relapsed/refractory DLBCL—where there is a large unmet need in this rare disease.

Sobi wanted to capture a few things with the campaign film:

– Convey the emotions inherent with this late-stage blood cancer, not just for patients but also for their loved ones
– Ensure a measured and authentic sense of optimism; these patients CAN still achieve things if they are well-managed and treated
– Show the HCP community their commitment to this disease and patients

Careful casting allowed us to use the same talent globally and for the Middle East (where the granddaughter wears a hijab).

Bausch + Lomb Surgical are a market leader in eye surgery. However, research showed eye surgeons don’t perceive them to be a leading provider, despite having many B+L devices in their clinics.

We needed to help re-establish B+L by communicating their overall commitment to vision and preservation of sight. Something not done before at the business unit level.

The campaign focused on vision being integral to all parts of life. Instead of showing generic wedding or grandchild milestone moments, we want to recognise that it’s the everyday moments that matter. The idiosyncrasies of everyday life. Seeing joy in the everyday.

At the start of 2023, Bayer had some important messages that they wanted to communicate around Aspirin® Cardio’s sustainability credentials. They were vital to keep Aspirin® Cardio up to date with all its key stakeholders, including patients, HCPs and policymakers.

This integrated and bold campaign leveraged the iconic Aspirin® Cardio brand elements as a core part of the creative for easy recognition. It included a detail aid, online banner advertising, emails, an external video, and digital summary document that drove interest and engagement to a new website.

Naturally, we called the campaign “Protection Beyond the Heart”.