Finalist
No Stone Unturned: A Community-Led Campaign to Raise Awareness of PH1
by Alnylam Pharmaceuticals with support from Intent Health
Summary of work
Primary Hyperoxaluria Type 1 (PH1) is a rare genetic kidney disease that lacks awareness and is likely under-diagnosed within at-risk South Asian communities[1]. This is a community facing significant health inequities, with a 3-5 times higher likelihood of kidney failure compared to white counterparts[2], and while well-known conditions like diabetes receive more attention and funding to raise awareness, rare diseases like PH1 are often overlooked.Our ‘No Stone Unturned’ campaign was designed to bridge this gap. Moving beyond traditional healthcare communications, we adopted a community-first strategy, co-creating every element with community members, healthcare professionals, and aligned charitable organisations.This insight-led approach fuelled a culturally targeted, multi-channel campaign between November 2024 and April 2025. By blending the trust of GP surgeries, the reach of community radio and print, and the dynamic engagement of social media, this campaign navigated complex cultural barriers to empower an underserved community. The campaign exceeded objectives, generating over 476,000 digital impressions and a 25% increase in Google searches for PH1-related terms. It provides a powerful new blueprint for culturally competent health education in underserved populations, proving that no community is ‘hard to reach’ when you listen first. [1] https://www.nice.org.uk/guidance/hst25/documents/scope-consultation-comments-and-responses[2] https://www.kidneyresearchuk.org/kidney-health-information/about-kidney-disease/am-i-at-risk/kidney-disease-in-minority-ethnic-groups/
Judges' comments
“No Stone Unturned” had a solid context and strong , deep insights. The foundation was strong, and context, strategy and results were clear. It was great to see the concept for this become successful in reality.
