PRWeek Global Awards Winners 2019: Heathcare

The winner of this year's Healthcare award is The Cuupcake by DNA Medical Communications for Roche.

With breast cancer awareness campaigns running every year in Hong Kong, 80 per cent of local women know about breast self-examination as a way to detect the disease.

Take me back to the PRWeek 2019 winners page

However, few actually act on that knowledge, agency DNA found in a review of journal evidence. Pharma giant Roche wanted to do something to move past awareness and break that complacency.

DNA created the Secret Cuupcake, a cute, pink, Instagram-friendly cupcake with a hard toffee hidden inside every sixteenth cake, representing the local breast cancer rate. It promoted Secret Cuupcakes as the newest and hippest bakery in town through outdoor advertising, engaging local influencers and making deliveries to five media outlets, and got over 6,000 people through the doors during an eight-hour opening.

Leaflets were distributed to attendees revealing the real reason for the pop-up, with one in 15 attending a self-exam class to learn more. Online media coverage reached around a fifth of Hong Kong internet users. Sift Desserts, which has seven Hong Kong branches, put their own version of the cake on general sale. Campaign partner the Hong Kong Academy of Nursing reported increased enquiries and referrals. Roche is now exploring how to expand #CheckUU for future breast cancer campaigns.

Judge's comment:

A brilliant and fresh take, a good use of budget and a well-planned, multi-faceted campaign


Highly Commended:

Who Sprinkled Salt on My Cake? 

Weber Shandwick/McCann Health (South Korea) for Eisai

With the number of South Koreans with dementia set to quadruple over the next generation but much awareness activity focused just on older generations, pharma firm Eisai wanted to talk to families and children about the condition. An AR storybook about a princess who realises her mother has dementia after putting salt in a cake sparked discussion across the country.

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