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Healthcare: Ethical Campaign of the Year


Gold
Campaign Title

Schizophrenia - Don't be left in the dark
Client

Janssen Australia
Agency

Saatchi & Saatchi, Ogilvy PR Health

Societal stigma against schizophrenia is common in Australia, preventing 75 percent of sufferers from successfully managing their illnesses. Janssen teamed up with four leading mental health advocacy organisations to enhance understanding of people living with schizophrenia. The team launched a multi-channel campaign during National Schizophrenia Awareness Week 2015. Two art installations were set up to illustrate the isolation that sufferers often face, supported with a consumer and trade media outreach campaign. The aim was to establish Janssen’s website (www.fullstoryschizophrenia.com.au) as an authoritative source of information to carers of schizophrenia sufferers. The campaign led to a threefold increase of site visits and reached more than 12 million people online and offline.

Silver
Campaign Title

Taiwan Mazu Festival - Check Your Vision and Detect Early Stage of Macular Degeneration
Client

Novartis
Agency

One for All Public Relations Consultants

With an aging population, macular degeneration is becoming one of Taiwan’s largest health concerns. However, senior citizens over the age of 65 have limited access to health information. It is also difficult to communicate with them through mass media. This campaign has successfully leveraged one of the world’s major religious events, the Mazu Pilgrimage, to reach the elderly directly. To help them detect macular degeneration early and prevent blindness, an educational microfilm was produced in a Taiwanese-drama style to share guidelines on detecting symptoms and seeking medical treatment. 6,215 elders participated in simple vision checks during the Pilgrimage, while 1,006 organisations raised awareness of the disease. With these efforts, the treatment rate of macular degeneration increased 30 percent.

Bronze
Campaign Title

The KidStrong Campaign
Client

Pfizer Malaysia
Agency

Essence Burson-Marsteller

Pfizer’s ‘KidStrong’ campaign in Malaysia highlighted the importance of protection against pneumococcal infections through three levels of engagement: engagement with consumers through donation forms; engagement with healthcare professionals through comic books; engagement with the media through public relations, interview pitches and a fashion show.

The most unique element of the campaign was the first-time collaboration between a pharmaceutical company and a fashion entity: the Malaysian Official Design Association (MODA).