Highly commended
Breaking Barriers: Launching the UK's First Needle-Free Adrenaline-Based Anaphylaxis Treatment
Summary of work
For forty years, people managing anaphylaxis had one emergency option – the adrenaline injection pen. With an estimated five million UK adults living with a severe allergy, and 88% of the public admitting they would be unable to recognise or respond to anaphylactic reactions, the public health stakes were stark.
When ALK launched EURneffy® – the UK's first needle-free nasal adrenaline – we had two stories to tell: a clinical breakthrough and a dangerous public awareness gap. Our earned media strategy deployed a dual-hook approach, developing two distinct editorial propositions to maximise post-launch momentum.
A carefully orchestrated spokesperson strategy delivered 43 pieces of coverage with 185M reach, including 21% in top tier media with 79% featuring patient, caregiver or HCP voices and an average key message pull through of 81%.
The impact extended beyond coverage: EURneffy® nasal spray searches reached ‘breakout’ status, confirming the story moved from a niche clinical topic into mainstream public conversation.
We didn't just announce a product launch; we sparked a national conversation about anaphylaxis preparedness, transforming EURneffy® from 'new market entrant' to 'long-awaited solution' that could revolutionise the lives of those living with a severe allergy, and for anyone helping in an emergency.
Judges’ comments
‘Breaking Barriers’ was a world’s first in this arena. The strategy was spelled out and clear and it was very well written, backed everything up with evidence. The judges could see that this would have an impact on people’s lives and was, potentially, a massive development.
