Winner
Tackle TD
Summary of work
Testosterone deficiency affects around one million British men, but symptoms like fatigue are often ignored, just 8% seek treatment. We needed to drive awareness among men over 50, a group that notoriously avoids medical professionals particularly for ‘sensitive’ conditions. We signed football star Harry Redknapp for a tongue-in-cheek video giving his lacklustre team the half-time hairdryer treatment while highlighting TD symptoms. The campaign scored BIG; targeted social assets were viewed over 400,000 times, driving thousands to a bespoke symptom checker with 13% then visiting their doctor to seek help.
Judges’ comments
Tackle TD is a beautifully executed campaign which succeeded in raising awareness of the condition in its target audience. Great creativity and humour used to produce strong reach, engagement and impact.
