Company: Noguchi & Peters Ltd.
Company Description: Established in 1996 in Hungary by PR professionals, we are one of the market leaders among over 200 consultancies. We are also a network member of the Porter Novelli group, since 2004. Our main fields of expertise are corporate communications, PA and consumer/brand PR with a deep understanding of strategic planning, media relations, crisis & issues management, digital & social media.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Consumer PR for an Existing Product
 Nomination Title: How artificial intelligence sees a Hungarian endemic
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
April 1., 2023.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 150 words used.
While we don't mind sharing for example, having a headache or toothache with others, haemorrhoids are still considered taboo by most. Yet surveys show that more than half of the Hungarian adult population is affected by the disease. Instead of seeking medical treatment, people often prefer to find home remedies. However, this can have both external and internal consequences.
Haemorrhoids are an endemic, yet many people still treat it as a taboo. That's why we have launched a "Hemorrhoids Month" in April 2023 to start a conversation, and to educate a wider audience about prevention and the importance of proper treatment. At the time when generative AI has only started to reach the mainstream, we used it on iconic paintings (by famous artists like Van Gogh and Picasso) to show what the outside world can perceive from the widespread disease, and then launched a broad social and PR education campaign.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
During our month-long communication campaign, we extended the "Instead of gimmicky solutions" platform of the running advertisements: we focused both on the inner experience of the affected person (the disease often leaves them feeling uncomfortable with their daily tasks, so they try alternative solutions), and on what the outside world can perceive from their struggles. Education became the main focus for the “internal experience”. For the “external perception” point of view, creative solutions were used as a non-offensive caricature to point out why tabooing the disease is counterproductive.
We launched the campaign with a national survey, the results of which showed that half of the population has or has had haemorrhoids, yet only a third of them consult their doctor, the rest prefer other solutions - which in many cases make everyday life difficult or uncomfortable. We have brought the findings to the lifestyle/mainstream media by translating it into art: using AI, we have looked at how haemorrhoids might appear on classical paintings and in poetry. The unique paintings created with the help of ChatGPT and Dall-e were sent to the press under the title "This is how artificial intelligence sees a Hungarian endemic", and with the help of a medical expert content creator, these humorous and educational contents were also published on social media. The creative campaign was complemented by an educational dimension, where through research, lifestyle press materials and candid storytelling, we talked about the previously taboo subject and dispelled misconceptions.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 185 words used.
With messages tailored to different target groups and creative AI content, positive media response was generated and the most read national media, including news, lifestyle and health press covered the issue. Many of which typically had not communicated on the topic before.
• During the month-long campaign, a total of 51 organic (earned), non-paid appearances were generated, reaching approximately 10,525,586 people (OTS – in a country with a population of 10 million). This result is significant as press communications on the topic were previously dominated almost exclusively by paid appearances.
• Although hemorrhoids are an unusual topic on TikTok, 170,000 people were reached with humorous content produced with the help of a medical expert and transparent conversations started in the comment section.
• In April 2023, the Reparon product line achieved a record 75% market share (unit sales) - in the declining hemorrhoids category, only the Reparon product line was able to grow.
• Compared to the average sales of the past 12 months: + 9,600 units sold (average monthly unit sales: 73.4 thousand vs April 2023: 83 thousand units)
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 17 words used.
We have attached three documents: a onepager, a longer project summary and a presentation about the results.
| Attachments/Videos/Links: |
|---|
|
