This award recognises those integrated promotional or educational campaigns delivered through a combination of integrated channels (including, but not limited to: digital and social media, traditional forms of promotion, such as field-based teams, congresses, print, etc), personalised engagement journeys using content and mixed channels.
Entries must demonstrate a thorough understanding of the target audience’s channel preferences and design of engagement journeys showing appropriate selection of channels, use of and sequencing of engaging content across multiple media.
To win this award the highest standards of excellence need to be shown in:
- Definition of the target audience(s) with each audience’s channel preferences clearly stated across digital and more traditional channels
- Clear objectives relating to the desired attitudinal/knowledge and behavioural changes for each target audience
- Planning of engagement journeys to deliver the objectives including the selection and integration of channels, timing and creative use of content
- Use of content and messaging with consistency across the campaign, but also adapted to each promotional channel
- Metrics used to evaluate the changes in attitudes/knowledge and behaviour as well as promotional channel effectiveness
- Target audience and internal feedback on the campaign.
- Evidence of the use of multi channels facilitating personalisation of the work.
Entries should demonstrate:
- First-class strategic thinking and exceptional implementation (in line with appropriate Codes of Practice)
- Patient focus, showing benefits to target audience(s).
Judges will want you to put your multichannel campaign into context, at the outset, to clarify the rationale behind your strategy and tactics. They will also want to know how you intend to evolve the campaign in the future with a rationale.
Work conducted during the two-year period between July 2023 and June 2025 will be eligible.
