Finalist
No Stone Unturned
by Intent Health for Alnlylam
Summary of work
No Stone Unturned: Empowering South Asian Communities to Recognise and Address Genetic Kidney Disease (PH1)
The "No Stone Unturned" campaign was designed to raise awareness of PH1, a rare genetic kidney disorder, in South Asian communities where it is often underdiagnosed due to cultural taboos, language barriers, and lack of targeted health education. Co-created with community members, the campaign provided culturally sensitive, patient-led educational materials, ensuring they were relevant and accessible across different generations. We partnered with South Asian Health Action (SAHA) for grassroots engagement and the National Kidney Federation (NKF) for clinical expertise and in-language resources.
Through a multi-channel approach that included GP surgery outreach, community radio, print media, and geo-targeted digital campaigns, the initiative aimed to improve information-seeking behaviour and empower the community to seek early diagnosis and care.
The campaign successfully achieved a 25% increase in online search activity for PH1-related terms, demonstrating a significant rise in community engagement. Additionally, clinicians reported an increase in PH1 referrals, particularly in regions with high South Asian populations, marking the campaign’s positive impact on health outcomes.
The program built trust and long-term engagement in healthcare communication, paving the way for more inclusive health conversations in traditionally underserved communities.
Judges’ comments
This was a tight, purposeful campaign highlighted by cultural sensitivity and strong cultural relevance. It had a small budget, so the team had to be careful with what they spent their money on. Clearly, a lot of thought had been put into the different channels that were used and the amount of detail about the channel choice and why it was chosen really made it really stand out.
