Finalist
Micreos: Changing the way we combat bacterial infections
Summary of work
Say Communications had to make a complex scientific story about Micreos’s Staphefekt™ – the first bacteria-killing enzyme for human use against MRSA – compelling to a wide-ranging audience, with very limited resources and from a standing start. The entire campaign was implemented within 10 days from first client approach. We were able to ascertain that Dame Sally Davies, the Chief Medical Officer (CMO), was planning to make an announcement about the threat of antimicrobial resistance and timed our announcement to coincide. Based on targeting to achieve maximum impact, Say Communications negotiated an exclusive with The Times. The resulting front-page lead story –particularly in light of the CMO’s apocalyptical announcement – helped us drive additional consumer coverage including Radio 4’s flagship programme Today, Sky News and the Lorraine Show. A total of 70 editorial pieces were generated, all positive in tone and including our key messages.
As a result of this successful positioning of Micreos, many approaches from academic, pharmaceutical and scientific institutions have been received by Micreos, to discuss partnering opportunities. Micreos has also been invited to present its data at the Royal Society of Medicine’s 2015 Medical Innovations Summit and has been asked to present its data to Dame Sally Davies.
Judges’ comments
A simple, yet effective and very timely campaign. It produced high interest for practically no money in just 10 days. Excellent, targeted approach.
