Independent advertising agency The Hallway, together with GlaxoSmithKline Consumer Healthcare, picked up the award for PR Campaign Of The Year at last night’s PRIME Awards, which recognises marketing and advertising excellence in the Australian Pharmaceutical Industry.
In photo: Brad Cook, Brooke Howard , Natalie Craig
Their campaign for Voltaren’s ‘Global Pain Index’ won the PR campaign category, as 2016’s most effective, creative and informative campaign.
Entries were assessed by a panel of industry judges, and scored by how effectively they met the needs of healthcare professionals, the industry, patients and the community, while promoting quality use of medicines and better health outcomes.
The Hallway’s award-winning PR campaign was developed to place pain on the national agenda through an awareness campaign, after Voltaren’s ‘Global Pain Index’ found that 97 per cent of Australians suffered from everyday pain.
Strategically leveraging both traditional and social media, the campaign reached an audience of over 38,000,000 people, and was featured across a variety of health, lifestyle, parenting and industry publications.
“The success of this campaign is a testament to the impact of an insights-driven campaign focused on creating conversations” said Brooke Howard, Area Communications Manager for GlaxoSmithKline Consumer Healthcare.
“It is a great example of effective agency/client collaboration,” she said.
The award for PR Campaign Of The Year comes after the The Hallway’s shift towards a ‘Create’ and ‘Connect’ model.
“PR and social media are a core part of our ‘Connect’ offering, the sole purpose of which is to ensure that communications ideas for our clients are amplified in the most effective way,” said Pascal Winkler, head of Connect at The Hallway.
“The ‘Global Pain Index’ campaign for GSK is a perfect example of our integrated model in action, proving our ability to deliver visible and effective work within a communications ecosystem where the lines between paid, earned and owned media are increasingly blurred,” he said.