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Healthcare: Ethical Campaign of the Year


Gold
Campaign Title

Asia Pacific Mental Health Integration Index
Client

Janssen Asia Pacific
Agency

Weber Shandwick Hong Kong

In Asia-Pacific, mental illness is the second-largest contributor to years lost due to disability, affecting as much as 20 percent of adults each year. People living with mental illness in the region often face a grim reality: limited access to effective treatments; lack of non-medical services and mental health professionals; under-resourced hospitals; and, in some countries, human rights abuses.

To shed light on these realities—the human and economic impact of mental illness—Janssen Asia-Pacific and the Economist Intelligence Unit (EIU) unveiled the Asia-Pacific Mental Health Integration Index on World Mental Health Day (October 10) last year.

Janssen Asia-Pacific’s communication and public affairs teams from across the region coordinated across functions, languages and cultures to launch the index to governments, academics, advocates and the media. Leveraging an integrated communications and public affairs programme, the teams engaged contributors and experts to launch the index both online and offline.

In addition to ongoing policy dialogues, the integrated launch of the Asia-Pacific Mental Health Integration Index resulted in the most successful media campaign for Janssen Asia-Pacific to date, reaching over 28 million people across the region. The launch of the index formed part of Janssen Asia-Pacific’s ‘Healthy minds’ programme.

Silver
Campaign Title

#HPVaway Campaign: Yes Love, No Cervical Cancer!
Client

Merck Sharp & Dohme (I.A.)
Agency

Medicom Communication Consultants, Elite PR Group

Cervical cancer is ranked seventh of Taiwan’s worst cancers and the patients are getting younger, even aged between 20-to-30 years old. However, the government educated and sponsored free pap-smear examinations for women only above 30 years of age. As a result, most young women don’t know anything about the right concept of preventing cervical cancer and how to do it. Only 20 percent of women under 30 have ever done pap-smear tests, and only 5 percent got vaccinated against HPV. Young women in Taiwan do not regularly see obstetrics and gynaecology (OBGYN) doctors. Many even think it’s shameful and embarrassing to see an OBGYN doctor. Online-to-offline, the campaign aimed to make young women surrounded by cervical cancer prevention message and then feel the importance.

The warm-up online video got male celebrities to talk about cervical cancer prevention, which successfully created social buzz, receiving 850,000 hits, reaching 1,600,000 viewers and was shared many times on SNS. On the other hand, women care about whether the clothing is clean or not, but are unaware of the invisible HPV inside a person’s body. The campaign worked with famous clothes brands, invited famous female celebrities to design and released a non-profit ‘HPVaway’ line of shorts to raise awareness and to remind young women think about HPV prevention while wearing the shorts. The outdoor event and clothes shops received over 3 million visitors, over-achieving its goal by 600 percent. Digital campaigns gathered more than 100,000 visits to the official webpage, and the monthly average site visits grew 20 times over last year. More than 20,000 young women got HPV vaccination to prevent cervical cancer. Observations from the OBGYN clinics show that more young women come to ask questions about how to prevent cervical cancer, which has achieved health education purposes.

Bronze
Campaign Title

HIV: OVERCOMING THE FEAR OF THE TEST
Client

Taiwan AIDS Society and Taiwan AIDS Nurses Association
Agency

GOLIN

The spread of HIV in Taiwan has shown no signs of abating. More worryingly, people infected by the virus are getting younger. Apart from raising awareness about prevention and treatment, an alliance between the Taiwan AIDS Society and Taiwan AIDS Nurses Association sought to boost the number of people testing for HIV. The strategy was to reposition HIV/AIDS from a disease to fear, to a disease to live with. It was time to acknowledge that, like cancer, diabetes and other diseases, HIV/AIDS has become part of Taiwan’s social fabric, and living positively with HIV is just as important as preventing it. The key is to know your status so that you know what to do.

Apart from co-creating content with influencers and lifestyle brands that appealed to a young audience, Golin got famous punk band members to live-stream their experience of being tested for HIV, helping raise awareness and eliminating fear of the anonymous testing process. Within a month of the campaign, hospitals around Taiwan recorded a surge in numbers of people who wanted to take HIV tests. A total of 3,076 people took the test in December 2016, compared to just 1,535 at the same time in 2015.