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How Haleon made healthcare more inclusive

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By The Drum | Editorial

December 7, 2023 | 5 min read

Haleon and Daniel J Edelman have won the Data and Insights category at The Drum Awards for PR. Here is the award-winning case study.

Check out the award-winning campaign

Haleon’s mission is to deliver better everyday health with humanity. The brand is committed to helping tackle challenges to health inclusivity by empowering 50 million people a year to be more included in opportunities for better everyday health by 2025. Haleon aims to establish a thought leadership position on health inclusivity and convene and catalyse action to improve it. To set the foundation, it supported the world’s first health inclusivity index by Economist Impact which measures the inclusiveness of healthcare systems across 40 countries worldwide.

Challenge: Too many people are held back from better everyday health. It’s being driven by a lack of knowledge, understanding and support, as well as bias and underrepresentation in healthcare systems.

Brief: • Launch the Health Inclusivity Index • Generate reach by creating a sense of urgency amongst policy makers and make it relevant to people who experience exclusion.

Insight: Most discussions on health policy happen behind closed doors, excluding the people most affected by any of the decisions made. This especially applies to major research or policy announcements such as international indexes, which are often launched at inaccessible round tables.

Idea: Successful healthcare is inclusive, so to launch the Health Inclusivity Index, we created a new kind of ‘round table’ experience. A data-led, interactive table bringing together the voices of people who often face bias, prejudice, challenges to healthcare accessibility and health literacy. Their stories and lived experiences were told through engaging content and featured alongside key Index data on the table – but in a truly universal and inclusive format, accessible to all. Every aspect of the table’s design represented and solved for a different challenge related to accessibility, challenging decision-makers to consider the unrepresented.

Strategy: Engage with policymakers, NGOs, Haleon colleagues and healthcare professionals.

Strategic Approach: To gain the most amount of attention for the Health Inclusivity Index at launch, we created a campaign centrepiece moment which represented both literally and metaphorically the challenges of inclusivity and accessibility of health data that the Index promotes. Sharing stories of people who experience bias and prejudice, we made people who experience health exclusion the protagonists of the healthcare conversation, putting them at the centre of the ‘round table’ for the first time.

Data-driven elements: The table was built using research and data from Economist Impact’s world first Inclusivity Index and personal stories from The Human Library. It was designed to share those stories in the most accessible way possible, creating a living example of how the world could and should design for inclusivity, while challenging healthcare decision-makers to consider the unrepresented.

Execution: The table’s physical and digital design created a tangible interface, making it easier for people with intellectual and physical disabilities to access and understand the information. Guests were also able to explore the online hub for the Index, where they could dig deeper into the findings to understand how health inclusivity is measured across 40 countries. We hosted a panel event at Wellcome Collection, a free museum and library in London that aims to challenge how we all think and feel about health. It featured keynote speakers who developed the index, an expert in health inclusivity, the CEO of Haleon, and showed lived experiences from ‘Human Library’. Internal engagement was also critical in order to bring colleagues on the journey and drive health inclusivity as a key ambition throughout the business. We created communications packs featuring messaging about the health inclusivity index alongside a multitude of assets to promote conversation and engagement.

Results: Panel Launch Event 100+ key decision-makers from NGOs, policy and partners.

Brand Perception • 77% of respondents think Haleon is committed to inclusive everyday health* • 76% think Haleon challenges how people think about health* • 65% said the table provides hope that solutions are possible • 64% think the table is a powerful symbol, that inclusion starts with human understanding • 65% think the table’s interactive design makes it easier to understand information, particularly for people with learning difficulties.

Global Earned Media • 20,002,172 Reach • 31,014,517 Impressions

Paid social (key audiences across LinkedIn, Facebook, Instagram and Twitter) • Launch Phase: 58M impressions reaching 27M • Sustain Phase: Further 21M impressions from 4.9M users • 100K+ link clicks

Economist Impact’s Index hub • 13,000 site visits • 6.5M impressions • Average dwell time of 2+ mins *Amongst respondents familiar with Haleon

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