Highly Commended
Positioning Moderna as a UK mRNA Leader
Summary of work
Moderna erupted into the public conscious, following the launch of its first ever vaccine, Spikevax, ‘the Moderna vaccine’. In the UK, however, little was known about this American biotechnology company with UK media coverage remaining US-centric, playing into the perception of a ‘one-hit wonder’ rather than a new contender in the UK pharma market. Moderna needed to bolster its relevance and visibility within the UK, challenge perceptions and demonstrate leadership in the mRNA vaccine space.
Virgo Health developed and executed a flawless media relations strategy that leveraged two planned Moderna announcements that were happening on the same day – Moderna’s £1bn investment and agreement in principle with the UK Government to build a research and manufacturing centre in the UK and release of positive interim data for Moderna’s bivalent mRNA booster vaccine.
Through a meticulously orchestrated messaging and media relations strategy, we successfully told a UK Moderna story, working with multiple spokespeople and Government stakeholders, to deliver each announcement in full, without cannibalisation. Culminating in the most compelling UK coverage Moderna had seen to that date, not only increasing awareness in the UK, but educating and positioning Moderna as a leader in mRNA technology.
Judges’ comments
Virgo Health and Moderna submitted an entry with clear objectives and an effective strategy. The coverage was excellent and it was really well done. Implementation was fantastic, with brilliant outcomes. They were clearly on top of the many strands involved and demonstrated a strong understanding of media relations. It had good alignment with the government and worked alongside them.
