Winner
Be Reaction Ready: Transforming Anaphylaxis Emergency Care Through an Integrated Patient Empowerment Campaign
by Golin for ALK-Abelló Ltd
Summary of work
Five million UK adults live with severe allergy. For forty years, one option has existed for managing anaphylaxis: the adrenaline autoinjector pen. Needle phobia, hesitation under pressure, loss of training recall in a crisis, and the burden of bulky devices create a dangerous protection gap - one compounded by the fact that 88% of the public cannot recognise or respond to anaphylactic reactions.
When ALK launched EURneffy® — the UK's first needle-free nasal adrenaline — there were two stories to tell: a clinical breakthrough, and a dangerous public awareness gap.
Our multi-channel strategy delivered on both. Earned media paired clinical credibility with patient storytelling. Influencer partnerships with Binky Felstead and Hannah Sami humanised the unmet need through authentic content. Owned channels on Klarify converted awareness into action, equipping patients and caregivers with practical tools.
The results spoke for themselves: earned coverage reaching 185M, with 79% featuring patient or HCP voices; 2.6M influencer content views; 800 doctors downloading our clinical checklist and a surge in Google search. Genuine behaviour change, not passive exposure.
Most importantly, patients went from unaware to empowered. EURneffy® became the catalyst for changing how the UK talks about anaphylaxis care.
Judges’ comments
Golin and ALK-Abelló’s entry was a comprehensive patient awareness campaign, with a strong media mix. The effectiveness numbers are plentiful and well aligned to the objectives, which is a clear strength. The judges appreciated the use of real patient cases and storytelling. Overall, it was a very strong, compelling and innovative entry and a great demonstration of the same core idea doing different, audience-specific work across every channel.
