Winner
We R.A. Priority: Challenging What is Possible in Rheumatoid Arthritis
Summary of work
Rheumatoid arthritis (RA) in the UK is a shocking story. Hundreds of thousands are affected. It destroys families, careers, mental health and physical ability. But it is among the least well-understood conditions in the country and too often is seen as a low priority – for journalists, policymakers, health services, close friends and family, even patients themselves.
For Galapagos – a Biotech company taking its first steps into the UK market – this was unacceptable. Bringing a fresh perspective to this issue they created a campaign that was different, unbiased and intent on giving a voice to those with RA who too often are not heard. The message from the RA community was clear: We R.A. Priority.
Insight showed that many saw content on RA as unrelatable and not accessible through the channels they use today. It spoke about the problems they would face – not the solutions or support that could help.
The campaign directly addressed this and created exceptional engagement – prompting meaningful action from the community and showing Galapagos as a company that truly delivers on its company’s values.
Judges’ comments
We R.A. Priority was an impressive, creative campaign that effectively reached its audiences through the use of new social channels, which was brilliant to see. The judges particularly liked the insight and the objective to reframe RA and reach new audiences. There was excellent use of multiple digital channels and influencers, with great patient engagement and really strong stakeholder support. The campaign delivered great results considering the budget and it was good to see the diversity considerations.
