Highly commended
We R.A. Priority: Transforming Holistic Support in Rheumatoid Arthritis
With support from akt health
Summary of work
Rheumatoid Arthritis (RA) in the UK is a shocking story. Hundreds of thousands are affected. It is debilitating, affecting families, careers, mental health and independence. While real progress has been made in treatment, a reality is that this has not been matched with inclusive holistic care. We heard from younger people who saw nothing on the platforms they use most, from groups who didn’t feel well represented, and from patients and caregivers who just wanted more help to continue living the best life possible.
For Galapagos – a Biotech company taking its first steps into the UK market – the status quo was unacceptable. Working closely with the UK’s leading RA patient advocacy group, they took this challenge head on – delivering a campaign that focused intensely on holistic support – for all those impacted by RA.
Our campaign created exceptional engagement by carefully targeting different cohorts with content that was relevant and creative. From mental health to fashion, technology, sleep and sex, we broke through new barriers and reached a whole new audience.
Judges’ comments
Galapagos and akt health have provided a clear outlook on audience segmentation, with channel preference and topic variations cleverly linked to a central theme. The judges commended the team’s execution as well as the evidence it provided surrounding successful outcomes.
