Finalist
Small Steps are a Big Start
Summary of work
The Small Steps are a Big Start campaign was organised and fully funded by LEO Pharma and was a partnership activity with the Psoriasis Association, which builds upon LEO Pharma’s history of supporting people with psoriasis. This digitally-led campaign coincided with the easing of COVID-19 restrictions, recognising that people living with psoriasis had struggled through the pandemic to maintain positive behaviours to manage their condition.
The Small Steps are a Big Start campaign focused on real patients, capturing their authentic and credible experiences, and using their commitment to restart positive behaviours as a motivator for change in the broader community.
Three personas were developed to ensure we engaged with different audience segments. The messaging was adapted to factor in online behaviours, interests and locations appropriate for the campaign.
The campaign delivered inspiring content, practical tips and support and drove traffic to dedicated resources and a range of calendar downloads to not only kick-start positive behaviours, but maintain them longterm as a true marker for behaviour change.
Judges’ comments
The judges really liked the way this entry from WE Communications and LEO Pharma was written. It showed a good use of survey data and had a clear tactical plan. It was clever with impressive results on conversion to behaviour change.
