Highly commended
Break Free From Plans to Pee
by Anthem Public Relations and the Good Ideas Group for Astellas
Summary of work
Overactive bladder (OAB) affects around 12% of individuals with prevalence increasing with age.
While the condition is common, a lot of patients aren’t seeking help. There are multiple reasons why: the belief OAB is a natural consequence of ageing, failure to understand the symptoms and becoming accustomed to simply “coping”, as well as embarrassment.
We created a campaign to reveal the everyday adaptions people were making to “cope”, boost recognition of OAB symptoms, and ultimately empower patients to seek help.
This integrated multichannel campaign included a hero film, service station posters and All4 ‘out of home’ placements (to drive awareness in the moment of making adaptations) partnering with Instagram influencers (to drive advocacy) and Google (search and display) ads, paid META ads (to drive action through social retargeting), creating surround sound and a joined up experience for patients.
Utilising this multichannel approach, we were able to overperform against all key performance indicators set at the beginning of the campaign, including beating digital click-throughs (138% vs target) and campaign questionnaire completions (127% vs target) all whilst achieving a CPC below target (£0.19 vs £0.27).
Judges’ comments
‘Break Free from Plans to Pee’ was a strong, insights based multi-channel campaign with clear outcomes. The objectives were clearly defined and it was truly muti-channel, as well as being relevant for the disease area. The results of the questionnaire completions were outstanding.
