Winner
‘KnowShingles’ – An Integrated Approach Empowering Older Adult Australians to Better Understand their Risk and the Impact of Shingles
By GSK Australia
With support from Orchard
Summary of work
The “Know Shingles” campaign is an ever-evolving, fully integrated, multi-channel public education initiative aimed at raising awareness and understanding around the prevalence, risk and impact of shingles on older Australian adults and encouraging conversations with healthcare professionals.
Up to 99.5% of adults over 50 carry the inactive varicella-zoster virus, and about 1 in 3 people will develop shingles in their lifetime, when the virus reactivates. Despite being familiar with shingles, most people think it won’t happen to them. 73% of people aged 50+ perceive the impact of shingles as ‘severe’, yet only 11% regard themselves as personally at risk.
To combat this underestimation of individual risk, we developed primary, secondary and time-bound campaigns to target two distinct at-risk audience segments at various stages of their journey. Aligned with their media consumption behaviours, we rolled out campaigns across TV, radio, print, OOH, digital, social, PR and search, using powerful creative and relatable scenarios to demonstrate the true cost and impact of the disease.
The campaign surpassed all objectives around asset performance, message recall, and HCP conversations, with the most powerful indicator of success being 66% of those exposed to the campaign, went on to have a conversation with their HCP.
Judges' comments
‘KnowShingles’ is a well-designed and brilliantly executed public health campaign that delivered some great results. The judges were impressed by the level of depth the entry had, and thought the campaign was strongly executed to the content and channels that would work. The segmentation, messages and use of personas were all excellent, and the metrics comprehensive with tangible and impressive outcomes. A powerful and attention-grabbing submission that demonstrated a change in behaviour.
