Winner
Why Sit it Out?
Summary of work
While care for people with haemophilia has improved, they now face similar health challenges to the general population, including cardiovascular issues. For children and young people with haemophilia, regular exercise is important for building strength and a healthy future. However, they may be cautious about getting active because of the risk of joint bleeds.
CSL Behring's Why Sit It Out? is a multi-channel communications campaign aiming to increase participation in activity among children and young people with haemophilia. With a clear strategy underpinned by evidenced behavioural interventions, it empowers people with haemophilia, their parents and HCPs to overcome barriers to participation. The campaign hinges on the true stories of boys with the condition told through an emotive film, supported by a practical ‘activity finder’ tool, which together engage, inspire and motivate.
The success of the campaign is clear. Participation in activity among young people with haemophilia increased (by 81% in 5–17 year olds and 58% in adults aged 18–22) and 100% of people who engaged with the campaign said it helped them overcome barriers to being active. The campaign continues to expand, spreading the message that nobody with haemophilia should sit on the sidelines.
Judges’ comments
Why Sit it Out? had really strong outcomes, particularly around the behaviour change. There was clear measurement of effectiveness and they did have a strong channel strategy. Did excellent work on breaking down the audience segment and had good insights. We loved the activity finder as a tool idea - putting intent into actions. Some great joined up tools that had surround support for the kids. Excellent work.
