Winner
From Data to Insight to Meaningful Public Health Outcomes
by Digitas Health
Summary of work
In the UK, millions remain at increased risk from COVID‑19, including those living with cancer, HIV and dementia. As infection rates declined and restrictions eased, public attention moved on. For many vulnerable people, COVID‑19 became an overlooked risk.
This unbranded disease awareness campaign for Pfizer used data to restore relevance, encourage free lateral flow testing via local pharmacies, and prompt earlier care‑seeking when symptoms appeared.
We combined NHS and population datasets to identify Integrated Care System regions with the highest concentrations of high‑risk people and overlaid proximity to pharmacy testing. Media and messaging were prioritised in these regions, using question‑led formats and a disease awareness website with a pharmacy locator.
The campaign reached 4.95 million people, delivered 59 million impressions and drove 122,000 website visits. Brand Lift showed a 3.25 percent uplift in intent to visit a pharmacist for COVID‑19 testing, equivalent to over 160,000 people. All showing how data and insight successfully defines where to act, how to engage and how to evidence public health impact.
Engagement was also associated with increased care‑seeking behaviour in targeted regions, demonstrating how precision‑targeted digital engagement supports public health outcomes.
Judges’ comments
The entry from Digitas Health had strong targets, which were easy to measure. It demonstrated clear alignment between insight, targeting and measurable engagement using robust methodology and benchmarking. This was complete and rigorously measured, combining strong strategy thinking with credible evidence of impact.
