Sustained Excellence
Since 2018, Gedeon Richter’s “Be Ready, Whenever You’re Ready” campaign has pioneered a first-of-its-kind global approach to fertility awareness. In 2023, analysis of 3 million women identified three key personas, enabling a strategic shift to platform-native, TikTok-first content and personalised tools, including a Fertility Age Calculator to help women understand how fertility declines with age.
The campaign has delivered sustained impact: annual website visitors tripled to 227,106, while Calculator completions reached 44,193. Among women who browsed the website, awareness of age as the most significant fertility factor rose from 18.83% to 94.16%. The campaign has been adopted by eight markets.
Judges’ comments
This is an exceptionally strong entry from the agency, demonstrating how they have taken a campaign that initially launched around 8 years ago, and adapted it based upon changing audience needs via messaging, creative execution and channel use to reach the right population where they are, while keeping the campaign fresh and relevant. The impact results speak for themselves in terms of the success of this approach, but there is so much more to like here. In fact, the panel deemed this a perfect submission in terms of judging criteria: Objectives were SMART, clear and insight driven; Implementation was a patient-first approach with well-justified tactic selection and choice of channel aligned to target audiences, including careful segmentation strategy; Impact was qualitative and quantitative all tied back to objectives. Excellent inclusion of campaign outputs, utilising pre- and post-survey to demonstrate changed outcomes, actually redefined expectations of what’s possible to achieve in fertility education.
Judges said they liked the whole idea of the campaign, and it was the outstanding use of data to reshape the strategy rather than simply extending the campaign that won them Gold award here. They said the creative route – neat, clean and recognisable cartoon-style – was the best they saw with great examples of tailoring materials for audiences such as TikTok, and it was great to have the long-term vision. A clear success and compelling campaign evolution with metrics that indicate a behavioural change (and different conversation with HCPs) by those who engaged/interacted with the content. Judges particularly liked the sophisticated audience segmentation, with tailored platform and content strategies, and the excellent use of behaviour-change tools, particularly the Fertility Age Calculator and conversation guides; it was so good to see the 7% intent to follow up with an appointment. Strong evidence of sustained optimisation, KPI overachievement, scalability, and meaningful shifts in awareness and behavioural intent, all added up to a really interesting approach and results delivered by a wonderfully enthusiastic team. Brilliant.
Ben Tilly, Human Arc
Microworld demonstrates how long-term vision and adaptive design transform educational engagement over time. Developed alongside Mölnlycke, this dynamic platform evolved to address shifting clinical challenges, continually delivering high-impact medical education across global teams.
By seamlessly updating content, integrating rich multimedia, and responding directly to HCP feedback, Microworld maintained exceptional user retention and sustained measurable behavioral change. Its enduring success proves that medical education isn’t just about a single launch, but cultivating an evolving, value-driven resource. Achieving continuous engagement and measurable clinical impact makes Microworld a benchmark for sustained excellence in digital wound care education.
First launched in 2022, Shingles Awareness Week was the first annual global initiative dedicated to raising awareness of shingles. Its early editions helped close critical knowledge gaps and establish shingles as a health issue requiring greater public attention.
However, year-on-year insights revealed a deeper challenge: awareness was growing, but many adults still did not recognise why shingles risk was relevant to them – particularly those aged 50 and over living with certain chronic conditions. This insight shaped the 2026 evolution to Shingles Action Week, making the campaign more personally relevant, strengthening community engagement and encouraging more informed health conversations.
This multi-year programme demonstrates how continuous optimisation can transform HCP engagement from awareness to action. By refining audience targeting, channel selection and content strategy through ongoing insights, AGB-Pharma and Four evolved from broad-reaching activity to highly focused, high-value engagement.
The campaign delivered 3.7 million views, contributed to 86% prompted awareness and drove a 33% uplift in brand consideration. Through a webinar-led engagement strategy and omnichannel approach, the programme successfully moved healthcare professionals from passive exposure to active participation, delivering sustained year-on-year improvement and measurable commercial impact.
Evolution in Rheumatology Meeting (ERM) is UCB’s educational meeting series for Rheumatology HCPs. Running since 2016, with support from Bamboo, ERM is now in its latest 2026 instalment. Built around steering committee insight and feedback from previous meetings, ERM has continually evolved from a valued educational platform into a flagship multidisciplinary learning experience.
The meetings balance strategic and product objectives with high-quality, practice-led education; combining joint plenary learning, tailored clinician and nurse streams, interactive polling and new innovative formats. Strong evaluation data and delegate feedback demonstrate continued relevance, innovation and impact, making ERM a clear example of Sustained Excellence.
