Finalist
It's Not You, It's Your Thyroid
Summary of work
Thyroid disorders are among the most frequent diseases in the world, with about 1.6 billion people at risk and women four to seven times more likely to be affected. Up to 50% of those affected are thought to be unaware. Merck challenged Porter Novelli to help raise awareness of thyroid disorders in women to encourage testing among those displaying symptoms, while positioning Merck as a leader in the field of thyroid disorders.
Our creative theme, ‘It’s not you. It’s your thyroid’, focused on the similarity between the symptoms of thyroid disorders and the effects of a busy lifestyle. We employed a wide-reaching social media campaign, supported by a targeted digital promotion on Facebook, to drive women to the newly created thyroidaware.com website, where they could research symptoms and causes, and use a symptom-checker tool to assess risk of a thyroid disorder.
Judges’ comments
Porter Novelli and Merck have put together a good campaign with solid segmentation and clarity and simplicity of message. The creativity of the promotional materials was appreciated, and these were also well targeted to the audience.
