Finalist
Creating a paradigm shift in cardiology – breaking barriers for a “Cinderella Syndrome”
Summary of work
2014 saw the news announcement of the biggest cardiology treatment development in over a decade.
After an early close of the PARADIGM-HF (heart failure) trial following positive results, there was much anticipation around the results among the cardiology community. The trial involved LCZ696, a potential new treatment option for chronic heart failure, (a condition affecting almost a million people in the UK) being compared against the current ‘gold standard’ treatment. Two major cardiology congresses and simultaneous publications presented the opportunity for the first widespread communications about this groundbreaking news. However, all data was kept under strict lock and key until the last moment. With tricky weekend timing and with various competing releases being issued on the same story, a clear but effective media strategy was critical to ensure coverage for Novartis UK. With short time frames and limited information available, the agency applied a back-to-basics, clear and concise communications approach. Despite having no data under embargo, through strong relationships, dedication and impactful materials, the agency secured journalist interest ensuring widespread, well-balanced coverage, reaching over 40,000,000 people in the UK.
Judges’ comments
Aurora achieved super coverage in a difficult situation, with no data, through clear pragmatic thinking and they delivered impressive results. This is a great example of a thorough, meticulously planned and solid traditional media relations campaign.
