PRWeek UK Awards Winners 2020: Healthcare: Ethical & OTC Consumer

The award in this category goes to ‘Taking a stanza’ by Cow for the Institute of Cancer Research (ICR).

PRWeek UK Awards Winners 2020: Healthcare: Ethical & OTC Consumer

For this low-cost campaign the agency drove both media coverage and valuable donations to the charity by commissioning Poet Laureate Simon Armitage to write a 51-word poem about cancer that was hand-engraved onto a small tablet.

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The 'poem on a pill' celebrated the precision science of the ICR and the future discoveries it will make to tackle cancer once and for all.

The ICR appointed Cow to raise awareness of its mission in mainstream media outlets and to help the organisation raise funds to complete a state-of-the-art £75m Centre for Cancer Drug Discovery (CCDD).

The agency asked Armitage to write a poem that would communicate the sentiment behind its “Let’s finish it” messaging strategy for the new centre.

Cow shot a film of the poem being engraved on a replica of Abiraterone – a life-extending drug for patients with advanced prostate cancer, discovered by the ICR – which was disseminated on social media and used on the not-for-profit organisation’s website.

The campaign drove up to £1m of donations to the ICR’s project and was the subject of 100 media articles, including in 13 nationals.

Judge's comment

Great concept that went down well with the media.

Highly commended

Emma, work colleague of the future by Virgo Health for Fellowes

Golin created a nightmarish physical vision of the office worker of the future – complete with bent back, varicose veins and sallow skin – to raise awareness of health issues caused by poor office environments. ‘Emma’ became a TV star and an internet meme overnight, driving “unprecedented” enquiries to the client.


The vagina emoji by The Romans for Jo's Cervical Cancer Trust

Going cold turkey on porn by Third City for Zava

Maybe it’s not thrush by Brands2Life for BBI Health’s Balance Active brand

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