Winner
Be Ready: Harnessing Social Media, AI, and Data to Drive Fertility Awareness and Empowerment
Summary of work
Gedeon Richter’s revitalised ‘Be Ready, Whenever You’re Ready’ campaign has achieved outstanding engagement: since July 2023 the Fertility Age Calculator attracted over 73,000 unique visitors and almost 35,000 completions, while our TikTok channel became the most successful pharmaceutical-led fertility page, achieving an engagement rate of nearly 17%. Post-campaign surveys revealed significant shifts in fertility awareness and decision-making.Globally, many women remain unaware of how significantly age impacts fertility, leading to emotional and practical challenges later in life. To address this, we used insights to refresh the campaign to empower women with timely, relevant fertility education.Through one of the largest social media research projects in women’s health which analysed over 8 million interactions, we identified three key personas: women in their early 20s disengaged from fertility discussions, women in their early 30s unaware of declining fertility, and women in their mid-30s exploring fertility preservation.Our multi-channel strategy, led by TikTok, combined authentic, relatable content with innovative tools like the Fertility Age Calculator. This allowed us to reach women with tailored messages that prompted reflection and informed action.By meeting women where they are—digitally, emotionally, and educationally—we set a new standard for fertility communication.
Judges’ comments
This submission from Gedeon Richter and Foundry3 was a benchmark campaign for digital health engagement. It was Insightful, empowering, and innovative, and it met women where they are and changed how they think about fertility. The balance of science, empathy, and creativity is outstanding and every element of the campaign worked together to drive awareness, reflection, and action. This is modern health communication at its best.
