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Healthcare: Ethical Campaign of the Year

Campaign Title

China Ideal Sex Bluebook

Pfizer, Inc.


People in China are traditionally shy when it comes to discussing public health and there is a high rate of erectile dysfunction but a low take-up of treatment.

This campaign aimed to promote Viagra, but as a prescription medicine, it can’t be allowed advertise in the mass media.

Therefore it had to raise public awareness of the key message, “four grades of erectile hardness”, through innovative approaches.

This led to the China Ideal Sex Bluebook, a large-scale marketing campaign in association with China Sexology Association and Health News, a leading authority medium in health and wellness, as well as through online and offline integration of communications mean, It deeply explored the problems between the sexes and presented them in a humorous and teasing way, and broke through Chinese people’s negative attitude towards sex issues. A humorous video version was also produced and free medical check-ups were offered.

The book, based on the big data analysis of user surveys, aimed to talk about what was perceived as an embarrassing topic in a light-hearted way.

The campaign received widespread media coverage, the video got three million views and more than 500 men took advantage of free check-ups in 22 locations. The book was viewed 25 million times on Weibo and 9.5 million on WeChat. Product sales grew by 47 percent.

Campaign Title

"Looking for Mr. Hsieh /Mr.PE!" Let's turn the unspeakable into embraceable!

A. Menarini Singapore Pte. Ltd., Taiwan Branch

Elite PR Group

One-third of adult males in Taiwan suffer from premature ejaculation (PE), but less than 20 percent have disease awareness and are willing to seek treatment.

Priligy is a drug that can help, but it is only available in hospitals, while men prefer to use a nearby clinic or pharmacy.The challenge was to change the perception toward of PE from pretty embarrassing to pretty entertaining.

PE in Mandarin is pronounced “zao xie”, and it sounds familiar to “zhao Hsieh”, so the campaign was focused on “looking for Mr. Hsieh (Mr.PE)”.

Pre-launch, an online campaign was launched to boost interest and discussion about PE including a pun-filled video fronted by a well-known celebrity.
There was also an online self-check questionnaire, which could be printed out and handed straight to a doctor.

Popular graphic bloggers were brought on board resulting in widespread re-posting and there was a full feature in GQ magazine.

In the post-launch phase the new angles of medical research and the important role played by a sexual partner in helping males treat PE were introduced.

The campaign and healthcare education sites achieved an average of 84 percent new visitors, while the online test was taken by more than 10,000 people in 13 weeks. Priligy revenues grew 45 percent and 25 percent respectively in Q3 and Q2. 

Campaign Title

Atten-tion! Take treatment order, life gets longer!

Sanofi Taiwan Co. Ltd.

Elite PR Group

Prostate cancer is among the top-five most common cancers for men in Taiwan, but most people are only diagnosed in the later stages of the illness, resulting in a high death rate.

The medical advice is to take hormone treatment first, followed by chemotherapy if it spreads to the bones. However, 60 percent of patients in Taiwan were unaware of the chemotherapy option, and those that did were reluctant to use it due to the side effects.
This campaign encouraged late stage prostate cancer patients to take chemotherapy as soon as possible, especially among the key target audience of elderly men.

The strategy was to link treatment back to their experiences of national service, which were marked with obedience, order and discipline.
An educational video production ‘Prostate Cancer - Fighting for Life” incorporated treatment options into military drills and was shown on a popular military TV programme Military Life.

It was also broadcast in key hospitals and educational flyers were also distributed for further communication. Information was even printed on to tissue paper boxes, and those were freely given out to the target audience.

Since the conclusion of the campaign more than 1,500 patients consulted doctors for chemotherapy, with a take-up increase of five to eight percent. Three patient lectures reached more than 500 prostate cancer patients, with positive feedback and a press conference generated more than 100 clips of media coverage with most major local media outlets.