Finalist
Break Free From Plans To Pee
by Astellas
Summary of work
Overactive bladder (OAB) affects around 12% of individuals.
While OAB is common, many patients aren’t seeking help. Some believe OAB is an inevitable consequence of ageing, while others feel they have to “cope” rather than visit their GP. Perceived embarrassment/shame and it being a “taboo” subject are also contributing factors.
Additionally, many dismiss their symptoms, or ‘laugh it off’, highlighted by support forum comments from individuals making light of their symptoms.
“What can you do, eh?” as one person puts it.
Our campaign was designed to answer that exact question.
Our creative strategy was to illustrate the coping mechanisms people put in place to “get by” with OAB. By mixing humour and empathy we motivated patients to seek help, providing a path forward.
This multichannel campaign included a hero film, targeted print ads, influencer content and a first-for-pharma All4 campaign, targeted to individuals while they were experiencing OAB symptoms. Social monitoring, evaluation and refinement of our creatives ensured performance improvements at each ‘phase’.
We overperformed against all key performance indicators set at the beginning of the campaign, including 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
There was a clear, unmet need behind this project. The audience segmentation was good and the work was clearly measured against KPIs. It was straightforward and resonated well, whilst also being quirky and watchable. The end frame of the video was extremely impactful and moving.
