This week, the very best healthcare communications campaigns in the UK were recognised at the inaugural PRWeek Healthcare and Pharma Comms Awards. Despite social distancing moving celebrations online, the competition was hotter than ever in a year when healthcare and pharma communications has taken centre stage.
We’re absolutely thrilled to share that our women’s health campaign ‘Maybe It’s Not Thrush?’ for Balance Activ won, picking up the Best use of Social Media and/or Influencers in a Healthcare/Pharma campaign.
‘Maybe It’s Not Thrush’ is a straight-talking campaign designed to help women spot the symptoms of Bacterial Vaginosis (BV), the most common vaginal condition, which is often confused for thrush.
The campaign was carried out across social and earnt media and via partnerships with key women’s lifestyle media. A highly targeted Facebook and Instagram campaign reached women most prone to BV, and for earned media we enlisted the help of a top gynaecologist to add credibility. Paid media partnerships were struck with Balance, Healthista and Huffington Post. The campaign reached over 530 million people, leading to 31,000 women using Balance Activ’s online symptom checker, product sales saw double-digit growth and the brand took back its no.1 market position.
The PRWeek judges commented:
“This is a strong entry on an important topic, executed with strategy and insights. It’s great to see clear objectives, including some measurable KPIs, and how the team used research and testing, alongside social media and influencers, to develop a hard-hitting campaign with remarkable results.”
James Cotterell, Commercial Director, BBI Healthcare said:
“Launching ‘Maybe It’s Not Thrush?’ was a bold move for the brand, but one that enabled us to reach millions of women to help them spot and treat the symptoms of BV. Our straight-talking approach broke through taboo barriers, drove thousands of women to our symptom checker and helped us regain no.1 market share position. The results speak for themselves.”
‘Maybe It’s Not Thrush’ was also a finalist in the Best Public Health Awareness Campaign (Excluding COVID-19) category and our ‘Soothing Mind & Skin’ campaign with Diprobase was nominated in the Best use of Social Media and/or Influencers in a Healthcare/Pharma category.
Watch the moment we won …