(MENAFN - The Holmes Report) LONDON—'Protect Her Wings, a Romanian campaign to persuade women to get tested for cervical cancer and raise awareness of the HPV vaccine, was awarded the Platinum SABRE Award for the best public relations program in the region at the 15th EMEA SABRE Awards ceremony in London last night.
The campaign, conducted by Rogalski Damaschin Public Relations for MSD Romania, addressed a vaccination crisis: only 2.5% of the eligible population received vaccinates and three out of four women had never heard about the HPV vaccine. By the end of the campaign, more than half of women had been tested in the past three years, and 61% were aware of the vaccination.
'Protect Her Wings beat out four other finalists for the Platinum award:
- Dear Condom—RFSU (the Swedish Association for Sexuality Education) with House of Radon;
- Pu:rest: A waste water beer—Carlsberg Sweden, IVL Swedish Environmental Institute & New Carnegie Brewery with BCW Stockholm;
- Explains a lot—Burger King with Coolr;
- Old Milk—Coop with Edelman, Stockholm and Edelman, London
Other big winners on the night were Edelman, which saw five of its client campaigns take home SABRE trophies, and Weber Shandwick, just behind with four.
Other multiple winners included Hill+Knowlton Strategies and UK creative shops Hope & Glory and Tin Man (three awards each); and BCW Global, UK boutique Coolr, Ukrainian firm Gres Todorcuhk, Germany's Jung von Matt AG and achtung!, Ketchum, UK consumer firm Mischief, MSL and Ogilvy (two each).
A complete list of winners can be found here.