PRWEEK AWARDS: Product & Promotion - The AstraZeneca UK Award - Healthcare: Ethical

WINNER - Eli Lilly and Company, 2001 Lilly Outstanding Achievement and Recognition Awards, Cohn & Wolfe Healthcare

In the UK there are over 1.4 million people diagnosed with diabetes, with a further one million yet to be diagnosed. A National Service Framework for Diabetes is being developed by the government, placing it high on the healthcare agenda.

Pharmaceutical company Lilly UK sought to develop a campaign to demonstrate its commitment to providing diabetes care, while providing a platform from which it could maximise existing customer relationships and build new ones. Cohn & Wolfe developed and implemented a regionally-focused project to directly involve diabetes sufferers and their carers, rewarding those living with the disease who have become more involved in its management.

The Outstanding Achievement and Recognition Awards were launched with celebrity endorsement from Sir Steve Redgrave, who manages his diabetes with Lilly insulin. Support was sought from the Diabetes UK patient organisation and parliament via the Diabetes All-Party group. A telephone hotline took calls for 150 entry forms, while a dedicated website received 4,000 unique visits.

The scheme was publicised via a series of PR and public affairs activities, which included meetings at the European Diabetes Congress and the Labour Party Conference. At the latter, Lilly linked with the Royal National Institute for the Blind to raise awareness of diabetes and its associated eye problems. The scheme culminated in a drinks reception, supported by Lilly UK and organised by Diabetes UK, at which prominent business people and celebrities - along with the 11 award winners - were addressed by Sir Steve, who then hosted a private dinner with the winners.

One hundred pieces of national and regional print, broadcast and online coverage allowed a total of 36 million opportunities to see or hear the project's messages; 44 per cent of coverage contained 60 per cent or more of the scheme's key points. Eighty-seven per cent of the Lilly salesforce used the awards as a successful access piece, with 75 per cent reporting that clients displayed awards materials in their clinics.

FINALISTS

GlaxoSmithKline Challenging Nicotine Addiction

Cohn & Wolfe Healthcare

HRT Aware

Choices Campaign Jubilee Women

The RED Consultancy

Novartis Oncology

Discovery of a Lifetime

Ruder Finn

GlaxoSmithKline

Fatal Attraction: Lifting the Smokescreen

Cohn & Wolfe Healthcare

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