Finalist
Together Against RSV
Summary of work
Together Against RSV educates about a virus that is very common among infants, but little known among parents. The multichannel campaign combines insight, data and creativity and drove 45% increased awareness of respiratory syncytial virus (RSV).
Despite 90% of infants contracting RSV by their second birthday, many parents haven’t heard of it. Whilst most infections in babies are mild and clear up on their own, RSV can cause severe illnesses such as bronchiolitis, pneumonia and croup.2,3 In the UK, around 30,000 children under five are hospitalised annually due to RSV.4
Benchmarking confirmed low awareness, as well as a need and desire for educational information. Together Against RSV educates and engages parents – making sure they are better prepared for RSV and motivated to ensure other parents are informed too.
Judges’ comments
The Together Against RSV strategy was very relatable, it was well written and the engagement was good. The judges recognised that this was a challenging and complex virus to raise awareness of (as there are so many similar viruses leading to similar complications), but this was a solid campaign launch with potential to grow further.
