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
The ‘Severe Asthma Index’ is a great example of utilising the data that’s out there and compiling it in a way that is useful and has the potential to drive health improvements. It is a huge undertaking and an incredible step forward for severe asthma across the world. A strategy and entry that stands out from the crowd. Very focused and well implemented with targeted outcomes. Impressive on many levels.
