Winner
Look Beyond the Bias – A Fresh Corporate Proposition for Chiesi UK and Ireland
Summary of work
Since establishing its presence in the UK and Ireland in 1999, Chiesi has built strong recognition for its products among healthcare professionals and patients. However, corporate brand awareness lagged behind competitors, limiting its ability to fully communicate its broader purpose and impact. The Look Beyond the Bias campaign was developed to address this challenge, creating a distinctive and insight-led platform to elevate Chiesi’s corporate identity and strengthen engagement with stakeholders.
Grounded in insight, the campaign identified health-related stigma as a unifying issue across audiences. This insight informed a bold creative approach, placing real patient experiences at its core to challenge perceptions and drive empathy. Delivered through an integrated, multi-channel strategy spanning media, internal comms, digital and owned platforms, the campaign combined powerful storytelling with credible advocacy.
Results have been significant; widespread media coverage, strong digital engagement and endorsement from the patient community and healthcare professionals. Internal alignment also increased, with employees demonstrating strong connection to the platform and actively amplifying its message.
Crucially, Look Beyond the Bias provided a differentiated and sustainable corporate narrative, enhancing visibility and building trust. It serves as a long-term foundation for Chiesi’s external corporate communications, alongside internal activation.
Judges’ comments
The ‘Look Beyond the Bias’ was a thoughtful and well-executed corporate brand campaign, built on a powerful human insight. The 'Look Beyond the Bias' platform provided a distinctive and meaningful narrative that resonated with both external and internal audiences. A campaign putting the patient first and aiming to make a difference for patients in the process. Powerful content and good cut through with partnerships and HCP feedback and digital reach.
