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Cohn&Wolfe-impactasia scoops Gold award for "Silver Ribbon" campaign

3 February, 2012

Campaign targets mums and daughters to raise awareness of osteoporosis

SHANGHAI — Cohn&Wolfe-impactasia has received the top accolade issued by the Shanghai Public Relations Association for its 2011 “Silver Ribbon Campaign” for its client, MSD Pharmaceutical Co Ltd., China.

The “Silver Ribbon” Campaign was designed to advocate early screening for Osteoporosis disease amongst women in their 50s. The strategy focused on drawing the attention of the condition not only to the potential sufferers of osteoporosis but also their daughters and other family members so they can look out for the telltale signs and take the relevant steps to prevent or combat the disease as early as possible.

Through close cooperation with both the Chinese Medical Doctors Association and Shanghai Women’s Federation, over 1.2 million people participated in 60 local events that took place across the city of Shanghai in community centers, parks, supermarkets, physical examination centers, gyms and office buildings.

The Silver Ribbon Campaign generated over 41.5 million media impressions through 300 media placements which were attributed to helping drive more and significant numbers of people to hospital for further consultation. It also helped MSD establish its clear leadership in treating this area of disease.

“The award is testimony that our campaign was completely on-target and its high level of creativity resulted in proven increased patient insight and understanding,” said Lydia Shen, Managing Director of Cohn & Wolfe–impactasia China, “We are absolutely delighted to receive this award and will continue to consolidate our expertise and integrated communications approach to support clients to gain the proper recognition and traction in China’s market place.”

For more information:
Cecily Chen
T: +86 21 2308 5160

About Shanghai Public Relations Successful Case Award
Shanghai Public Relations Successful Case Award, hosted by Shanghai Public Relations Association (SPRA), is one of the most authoritative and top PR awards in mainland China. The judging committee consists of university professors, scholars, PR experts and media. Found in 2001, the award is held once every two years. With the development of public relations and communication in China, the award and selection plays important role to drive the evolution of communication with achieved wide recognition and authority in the industry.

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