Finalist
NHS New Services Campaign
Summary of work
COPD has a significant impact on the NHS, yet has seen little innovation in more than a decade. It disproportionately affects people living in areas of socio-economic deprivation and is a large contributor to NHS system pressures. It is a condition that continues to face stigma due to its links with smoking and remains largely absent from politics.
A bold campaign was required to shape a new narrative about the condition. We needed to reframe how COPD was viewed to raise awareness of the importance of innovation, and increase recognition of its wider impact on health inequalities and NHS capacity.
Using insights from our Breathe Equal report and constituency level Polimapper data, we would deliver a data-led, multi-channel campaign that targeted policymakers linked to the areas of highest unmet need. It would capture people’s emotions, and use trusted voices to tell our story.
On behalf of Sanofi and working with Advocate Marketing Communications, we ensured COPD and Breathe Equal were unmissable. Our campaign generated significant parliamentary activity, extensive media coverage and allowed us to build and strengthen stakeholder relationships. COPD was elevated much higher up the political agenda, and significant momentum was built ahead of new guidelines being published.
Judges’ comments
This was an effective campaign that was very well written, with a high standard of measurement. It was all connected through insights and strategy and it clearly showed how it prioritised underserved communities, with a real understanding of who they targeted. The campaign was well benchmarked and measured, showing real outcomes.
