Winner
Severe Asthma Index
by Weber Shandwick for Sanofi and Regeneron
Summary of work
Seeking a political rethink of severe asthma management in key markets had led Sanofi and Regeneron to a familiar quandary: How do you achieve real change with thousands of chronic illnesses competing for attention? Our experience showed that headline-grabbing PR achieved only limited cut-through. Instead, we needed to speak the true language of policy: Data.
But that was a challenge. Inconsistent reporting between health systems meant available data was highly disaggregated – a key reason why the issue was not provoking action. There was no universal truth. We needed to create a new platform with comparable data between like-for-like indicators across health systems, so that gaps in prevention, provision and policy were immediately apparent. Without being confronted with credible evidence of where their country placed on an international benchmark, policymakers just wouldn’t prioritise the disease.
Enter the ‘Severe Asthma Index’ – a landmark study comparing end-to-end severe asthma strategy in 29 OECD countries. A year in the making and driven through an interactive website allowing policymakers to explore results in detail (building bespoke cross-country comparisons and discovering, through customisable visualisations, where they ranked), it has already generated support from MEPs, interest from the European Commission, and advocacy from leading respiratory health organisations.
Judges’ comments
‘Severe Asthma Index’ impressed the judges with its outstanding data manipulation and visualisation. The entry itself was beautifully written and told an excellent story. The team was bold in its ambitions, aligned insights to strategy, and provided a clear description of implementation. An audience-appropriate and all round well executed entry.
