PRWeek UK Awards 2015: Campaign of the Year - Sectors (Gold Award)

The judges were highly impressed by the Dan! campaign by Diabetes UK, which used comedy to make a serious point to win an award sponsored by 4mediarelations.

PRWeek UK Awards 2015: Campaign of the Year - Sectors (Gold Award)

Devised by the in-house team at Diabetes UK, it used a clip of spoof TV presenter Alan Partridge to create a funny online campaign to persuade health minister Dan Poulter to stop fining people with diabetes for claiming free prescriptions.

Produced at minimal cost and requiring just 30 hours of work, the campaign received support from celebrities including actor Roger Moore, comedian Joe Pasquale, presenter Dominic Littlewood and singer Amelia Lily. On launch day, the video was viewed more than 1,000 times, the Facebook post reached 40,000 people and the tweet was viewed 8,300 times.

Crucially, the campaign achieved its goal of persuading the Government to change its rules on medical exemption certificates within hours. This meant that many thousands of people were saved from being unfairly fined. ‘Dan!’ was widely praised by the judges for being creative and engaging while also simple, fun and shareable – and, ultimately, effective.

Simple and effective, great results on a small budget

Mandy Sharp, Tin Man


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