Disease and/or Health Awareness: Public
With grateful thanks to our sponsor
The MPN 10 are the ten most common symptoms associated with MPNs—a rare group of blood cancers. Missing these symptoms can result in delaying a crucial diagnosis.
The “Meet the MPN 10” campaign used bold and immersive street art to grab the attention of the masses.
Giant, eye-catching “MPN 10” numbers were hand-sculpted and reflected symptom descriptions provided by people living with MPNs, while QR codes brought each symptom to life, raising awareness of this life-limiting disease area. Behind the scenes footage of the artists in action formed a video that was used in an attention-grabbing, paid digital campaign, expanding reach and impact.
Judges Comments
The Judges thought this innovative, immersive disease awareness campaign “had it all”, with a superb mix of online and offline; virtual, physical and social. The combination of 3D, AR and the information hub covered all bases and dimensions that brought the MPN 10 to life, with very impressive metrics.
The campaign possessed brilliant creativity and artistry; Judges loved the sculptures, the walk through and the interactivity as a way to engage the public. The continued involvement of the five, talented artists—beyond simply creating the artwork—was the cherry on top of an overall stand-out campaign.
Matt Tickner, Omnichannel Excellence Lead, Pfizer
The “Be Ready, Whenever You’re Ready” campaign by Gedeon Richter aimed to increase awareness about age and female fertility. It targeted women in their early 20s to mid-30s through social media and search. Key initiatives included a bespoke Fertility Age Calculator to facilitate informed decisions.
The campaign achieved significant engagement, with the calculator attracting 42,684 visitors and TikTok garnering over 11,000 followers in the first 7 months. Results showed a marked increase in fertility awareness and proactive health decisions among participants, demonstrating the campaign’s effectiveness and innovative use of social media to engage a difficult-to-reach audience.
We hacked a country to protect it from shingles
Herpes zoster is often underestimated in Argentina, perceived merely as a rash. However, shingles can cause severe pain and complications. 90% of Argentinians have the dormant virus, which can reactivate unexpectedly.
To raise awareness and promote discussion, we launched a digital virus, hZ_90, “hacking” major OOH in Buenos Aires, mirroring the disruptive impact of shingles. The campaign, which hacked Argentina’s biggest stars, spread across social media, TV, and beyond. Reaching ~40% of Argentinians, it garnered 37.3M impressions and 250k website visits.
We made a country care about a disruptive virus, by acting like one.
Rooted in insights from the core audience of age 55+ males who’ve already experienced a CVD event, ‘Get Back in the Game’ was an attention-grabbing, patient-led awareness campaign with informative and engaging content to shine a light on the role of cholesterol in CVD.
In collaboration with Heart UK, the campaign used the universal language of sport to grab attention and improve understanding of the connection between cholesterol and CVD, targeting regions of high CVD prevalence. The campaign inspired this “at-risk” group to take control and get back to living life to the full.
GSK’s “Patient Voices” campaign used a mother/daughter story to raise awareness of severe asthma with an eosinophilic phenotype (SA-EP). The video series exceeded targets, reaching 254,699 viewers on X with a 41.53% view rate, and 838,400 on LinkedIn with a 64.8% view rate. The launch at ERS led to a significant increase in related searches, particularly post-congress.
The campaign’s powerful storytelling resonated deeply, inspiring both the public and healthcare professionals to challenge their perspectives and drive positive behaviour change through patient advocacy and education.
Our brief from Gedeon Richter was to create an endometriosis awareness campaign to help close the agonising 8-year-plus wait for a diagnosis.
Currently 1 in 10 women+ in the UK suffer crippling pain, heavy periods, and exhaustion every day. Through research, we uncovered the backbone of the campaign; women+ dismiss symptoms as “normal” until a “circuit breaker” intervenes. Enter the boldest circuit breaker of all; the Red Flag Campaign launched at IsItEndo.co.uk, a hub for both patients and GPs. The patient hub includes a Chatbot symptom checker, while the GP hub offers diagnostic guidance.
With 88% of women+ likely to consult their GP after seeing the campaign, it’s already driving change.
An estimated 3 million men in the UK have lower urinary tract symptoms associated with benign prostatic hyperplasia (BPH). However, prostate health awareness is alarmingly low in men who are aged 50+. Our “A Sporting Chance at Better Prostate Health” campaign aimed to tackle this, addressing the severe lack of awareness of BPH, blending humour with vital information about prostate health.
By balancing light-hearted content with educational messaging, we made a sensitive topic more approachable. Leveraging Meta and an interactive symptom checker, we exceeded industry engagement benchmarks. Not only raising crucial awareness, but empowering men to take proactive steps toward better health.
The number of fatal overdoses from substance use disorder (SUD) has risen dramatically in recent years. The grief of those left behind is often unheard, unrecognised and stigmatised.
Seeking treatment is more likely when social connections are developed and stigmatisation avoided. To aid this, we developed a campaign designed to promote compassion and empathy. Our idea focused on the “THE GRIEF OF THOSE LEFT BEHIND”.
By providing an emotional connection for people with SUDs we aimed to reduce societal stigma by reframing drug users as family members with medical problems not “addicts”. And all with a budget of just £12,000.
