Winner
A Breakthrough in Bowel Cancer
Summary of work
In November last year, a newsworthy opportunity presented itself for Pierre Fabre in colorectal cancer.
However, the UK was plunged into a second national lockdown at the time. Spiralling COVID-19 cases dominated news agendas. Additionally, the science behind Pierre Fabre’s newly reimbursed drug is complex for journalists to understand and its impact for suitable patients difficult to convey. There were multiple barriers to coverage!
To overcome them, OPEN Health embarked on a strategy to quickly pique journalist interest amidst the pandemic. Through their intricate media knowledge and an outreach approach as targeted as the treatment itself, the story took on its own momentum consistently delivering top tier national broadcast and print coverage.
Judges’ comments
We all know how tricky it was to get drug coverage in 2020 that wasn’t related to COVID, so the results for a Breakthrough in Bowel Cancer were even more impressive, especially given the budget. This, in the judges’ opinion, was simply the best media effort seen this year and OPEN and Pierre Fabre should be tremendously proud of their work.
