Disease and/or Health Awareness (Public)

The “FULL ADHD” interactive story app and the related campaign ”What Does ADHD Feel Like?” were created to improve people’s understanding on ADHD and how it impacts everyday life.

Made together by Psyon Games, Takeda Pharmaceuticals, an expert psychiatrist and volunteers with ADHD, the app combines the power of real-life stories and research-based mechanics with game-like flow and appeal—reaching and engaging people at unprecedented rates.

Based on dozens of written user reviews and in-app data, the campaign and the app induced real perspective-taking and behaviour change with increased understanding reported by 88% of those who completed the story.

Judge’s Comments

The “FULL ADHD” app was a really moving campaign, which managed to tackle a common condition that can be so misunderstood, aiming to make it feel more normal to those who suffer from it, and the people around them. The co-created content helped build resonance and became a truly innovative way of delivering the content to ADHD patients using a dynamic, fast-moving and interactive platform. Judges could feel the significant amount of effort that went into understanding and supporting young patients here, and they were glad to see apps being used to drive deeper engagement.

With its mixture of excellent creative and strong results, judges not only loved the game and its UX build, but also the solid objectives based on outcomes, not just awareness. In a landscape of the “app-graveyard,” judges said the impact of the app among its users was super-strong.

Katie Jago – Glenmark Pharma

“Revealing the Secrets of aHUS” is an interactive storybook designed to educate and empower children aged 6–10 diagnosed with atypical Haemolytic Uraemic Syndrome (aHUS), an ultra-rare disease. Co-created with patients, caregivers, clinicians, and advocacy groups, the storybook blends personalised avatars, gamified learning, and storytelling to explain complex medical information in a child-friendly way.

Developed by Cognitant and initiated and funded by Alexion, AstraZeneca Rare Disease, it can help to build children’s emotional resilience and confidence. Hosted on Cognitant’s NHS-approved Healthinote platform, it can help to improve understanding and support for families in managing aHUS through engaging, accessible, age-appropriate content.

Between 2016 and 2018, 59% of oesophageal cancer cases in the UK were preventable. Only 25% of cases are diagnosed early enough to prevent spreading. Most people are unaware of the connection between persistent heartburn and oesophageal cancer, and simply treat it with over-the-counter medication.

Our multi-channel awareness campaign for Heartburn Cancer UK (HCUK) targeted one core belief shift: persistent heartburn is not a normal part of life. Bold designs, heartfelt testimonials and innovative advertisement strategies inspired both action and hope, generating over 100,000 social media impressions in one month and reaching an estimated audience of 278 million through press coverage.

In response to Hims & Hers’ Super Bowl ad promoting compounded GLP-1s, Novo Nordisk launched “Check Before You Inject” to reassert the value of FDA-approved medications to consumers and healthcare professionals. By capitalising on this cultural moment, the campaign reframed cost as risk, highlighting the dangers of unregulated compounded semaglutide.

The print ad generated over 74 million impressions and drove 408,000+ sessions to Semaglutide.com, with an 84.4% engagement rate. Media coverage amplified the message, prompting public discourse and regulatory scrutiny. The campaign not only protected market share but also reinforced Novo Nordisk’s leadership in the weight loss category.

Let’s Dance was devised as an educational initiative to address both the physical and mental health aspects—and break the silence—of living with COPD, to help patients take meaningful steps toward better disease management and improved quality of life.

Partnering with Strictly’s Shirley Ballas and World Champion Ballroom dancer, Craig Shaw, along with respiratory physiotherapists, we created a series of easy-to-follow dance videos and an interactive COPD assessment tool for patients. The campaign provided an engaging and relevant way to break down social barriers and increase symptom management. Activation comprised of in-GP practice materials and paid social across Facebook and Google.

#NoToTwo: our manifesto and powerful statement inviting everyone to join the stroke survivor community to say “No to Two.” It empowers people to share their stroke journey, building emotional connection and solidarity.

#NoToTwo is a platform to be seen, heard, and recognised. A movement highlighting HCPs, stroke survivors, and care partners who believe in secondary stroke prevention.

“I Say No to Two.” This is more than a campaign. We unite behind a common purpose: to create urgency for change in secondary stroke prevention. Because secondary strokes deserve another look.

Afloat is a campaign and platform that, for the first time ever, has enabled the majority of drug treatment services and charities to come together under one banner to ensure all addicts and their loved ones have access to the most appropriate advice for their unique situation. This ensures that the remaining 150,000 opioid addicts who have no access to any form of support now can feel the hope that comes with being granted access to this essential public health platform.

Afloat has the endorsement of more than 30 drug treatment charities and services in the UK. Something that could only be dreamed of before the launch of this game-changing campaign and platform.