PRWeek Global Awards Winners 2020 - Global Event Activation

The Global Event Activation category has been won by the 'Seizing the Moment to Inform a Nation About Epilepsy' campaign for UCB by Ketchum.

Brazilian epilepsy medicine supplier UCB Biopharma wanted to end misinformation and misconceptions about epilepsy - and chose a very public arena.

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The brand 'took over' a quarterfinal game of the Paulista Championship, hosted by Corinthians, Brazil’s most popular football team.

To prepare for Purple Day - purple symbolises epilepsy awareness - UCB Biopharma coordinated with The Brazilian Association of Epilepsy to develop educational messaging. Digital banners carried messages including “epilepsy is not a contagious disease" and “epilepsy affects people of all ages".

Two days before the game, Corinthians player Danilo Avelar invited fans to the game in Arena Corinthians and talked about the campaign on Instagram. The team released information about the disease and videos of players supporting Purple Day to 20m fans on its social networks.

Before the game, the players entered the field with 30 children, mostly epilepsy sufferers, dressed in purple T-shirts carrying the key message. Tips were displayed on stadium screens about how to respond and help someone having an epileptic seizure.

Rede Globo, the largest commercial TV network in Latin America, covered the entrance of the players and the children for 25 seconds – reaching 27m viewers at home.

Eighteen national news articles ran on Purple Day with 100 per cent carrying the key messages. UCB’s “Live with Epilepsy” Facebook page gained 7,000 new followers in just 15 days.

Judge's comment: "An excellent way to bring attention to a serious subject that isn't understood by the masses"

Shortlisted

  • 'Mastercard RWC2019 Sponsorship Activation: Contactless Tackle' for Mastercard by Talker Tailor Trouble Maker

  • 'Visa Sponsorship Platform Stands for Gender Equality in Football at the FIFA Women’s World Cup France 2019™' for Visa Inc. by Access

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And the winners are…