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D. Healthcare: Ethical Campaign of the Year


Winner
Campaign Title

Viagra – getting on top of sexual taboos in China
Client

Pfizer
Agency

Weber Shandwick

Although it led the market, Pfizer’s Viagra faced several challenges in China in 2011. In addition to reluctance about openly discussing sex — let alone impotence — use of erectile dysfunction (ED) medicine was negatively associated with men who pay for prostitutes in karaoke bars. And the brand name initially used for the product, Weige, had morphed into a generic term for all ED medication. Weber Shandwick was tasked with enhancing Viagra’s leading position by eliminating negative connotations and positioning the product as a life enhancer. The agency executed a holistic, taboo-busting campaign that focused on normalising sex as a positive conversation topic. Tactics included Weibo platforms on which sex experts answered anonymous questions; a ‘Second honeymoon’ competition; a launch party for the Viagra 10 Pills product; a sex survey on sina.com, publication of a sex guide called Midnight stories for men and a sex-museum exhibition during men’s health month. Communications focused on two frank messages: ‘Better sex, better life’ and ‘Hardness is a crucial element of great sex’. By opening up the conversation, the campaign helped Pfizer reinforce its position against both Western and Chinese medicine rivals. The brand achieved significant gains in media coverage and achieved awareness of 80 per cent, addressed its market challenges, far above its main rivals.

Certificate of Excellence
Campaign Title

Charting New Frontiers in COPD Management
Client

Takeda Pharmaceuticals
Agency

Weber Shandwick

To raise awareness of chronic obstructive pulmonary disease (COPD), the agency invited media members and physicians to breathe through cocktail straws to simulate symptoms. The project helped change the perception of COPD from a condition causing ‘symptoms’ to one causing ‘lung attacks’ and positioned the client’s medication as an enabler of a better quality of life.

Certificate of Excellence
Campaign Title

Insulin Mambo
Client

Sanofi Taiwan
Agency

MediCom Communications Consultants

While 1.5 million people in Taiwan have Type 2 diabetes, only 12 per cent use insulin regularly. Sanofi Taiwan tasked MediCom to change patient attitudes. The agency updated a 1970s hit song, Taiwan Mambo, as Insulin Mambo and got former president and diabetes patient Deng-hui Lee, 91, to appear in a music video. The campaign helped increase insulin use by 2 per cent.