Best Use of Public Relations of 2016


GOLD

Rx Mosaic Health, FCB Health, and Teva Women's Health

Perfectly Imperfect (Plan B One-Step)

The Perfectly Imperfect campaign aimed to alter negative perceptions about emergency contraception and clear up misunderstandings.

Research revealed that nine of ten women aged 18 to 34 report they have felt pressure to be perfect. Armed with this knowledge, the campaign focused on reminding women that life is never perfect — no matter what.

Judges rated the campaign as smart, creative, unique, empowering, and perfectly aligned.

“The strategy is right on,” one judge said. “The campaign name is stellar.”

A media tour kicked off the effort. Dr. Diana Ramos, an OB/GYN and women's health expert, and Carly Aquilino and Nessa, both of MTV's Girl Code, were spokespeople.

Events on four college campuses included panel discussions and a video/photo booth where women could share stories at #perfectlyimperfect.

The team launched one of the first Instagram accounts for a pharma brand, sharing facts and consumer stories. The website includes videos and tests knowledge concerning emergency contraception.

Media impressions hit 150 million. The website had more than 1 million visits, and 1,500 student attendees reached 850,000 people via social media with 100% positive engagement.






SILVER

Digitas Health LifeBrands and the Bubble Foundation

Wear Yellow for Seth

A call on social media channels to wear yellow clothing to support 5-year-old Seth on the day of his second bone marrow transplant drew 26 million Snapchat views, 188 million impressions for #wearyellowforseth, and 250,000 photo, video, and song uploads.

All judges loved the campaign and were uniformly impressed by its exceptional reach.



FINALISTS

Biosector 2, Sanofi Pasteur, and National Association of School Nurses |
Meningitis — Boost the Volume

Chamberlain Healthcare Public Relations and Novartis |
I'm PsO Ready

Digitas Health LifeBrands and the Bubble Foundation |
Wear Yellow for Seth

GCI Health and Merck |
America's Diabetes Challenge

Rx Mosaic Health, FCB Health, and Teva Women's Health |
Perfectly Imperfect (Plan B One-Step)



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