Winner
GCI Group and Medtronic: Increasing Access to Life-Saving Therapy: ICDs and sudden cardiac arrest

With a strong focus on primary and secondary research, and a multidisciplinary approach that culminated in an unqualified success, this public affairs program clearly deserved to be named Campaign of the Year. 

Sudden cardiac arrest (SCA) accounts for more deaths in the US every year than breast cancer, prostate cancer, HIV/ AIDS, traffic accidents, handguns, and house fires combined. Nonetheless, preventive measures are not just hard to come by, they're often not covered under Medicare. Such was the case with a device that had the potential to curb deaths from SCA: the implantable cardioverter-defibrillator, known less formally as ICD.

ICDs had been available for nearly 12 years, but with virtually no public awareness or support – not to mention a $25,000 price tag and a fair amount of negative media coverage – it was hardly on the fast track to widespread acceptance. But when the results of a milestone study on SCA patients were set to be revealed, Medtronic, the manufacturer of ICDs, saw an opportunity. The company believed that the release of the study presented a chance to get Medicare engaged on the issue of reimbursement. So Medtronic retained GCI Group to secure a favorable result.

Influencing a government agency that has the authority to make payment decisions for all your marketed products is sensitive business. Direct communications can only go so far, and historically, Medicare has not responded well to industry-stoked media criticism. Hence, a combination of tactics, supported by solid research into the issue, was needed.

Medtronic formed a coalition with the National Center for Early Defibrillation (NCED) and the Heart Rhythm Society. A media audit determined which journalists were most interested in the issue and what information was missing from their coverage. To round out the indirect campaign, the team renamed and reconfigured a website – www.preventSCA.com – to serve as a focal point of grassroots advocacy work.

NCED and Medtronic combined to identify and train 75 SCA survivors – from strategically selected congressional districts – who could come to Washington and serve as advocates. In September 2004, they all gathered in DC for “Prevent SCA Day,” during which they engaged the media and sought pledges from their representatives.

On September 28, Medicare released its preliminary decision to expand reimbursement of ICD therapy to include about 85% of SCA patients. Medicare also reversed an earlier decision that excluded half of the at-risk heart-attack patients from ICD coverage.

The strategic approach and outstanding results made this program stand out in a field of great competitors.

Honorable Mention
Karwoski & Courage PR and Put Children First: Saving the Twin Cities Shriners Hospital

The outstanding work that was done to prevent the closure of the Twin Cities Shriners Hospital in Minneapolis earned this program its place as the Campaign of the Year honorable mention. To fight a proposal to shut down the hospital, supporters formed the Put Children First committee, and retained Karwoski & Courage to develop a strategy, mobilize resources, and gain attention for the cause. Research factored prominently in the campaign. The agency analyzed the report that had prompted the decision to close the hospital, and found several errors and inaccuracies. K&C undertook a mail campaign and encouraged supportive Shriners from the Midwest to reach out to delegates in other parts of the country and discuss the hospital's impact on the region. It also helped the committee secure interviews with local media, gaining tens of millions more impressions when national papers picked up an Associated Press wire story. In July 2003, eight months after the Shriners first proposed closing the hospital, delegates voted down the resolution overwhelmingly.

Finalists 2005
Burson-Marsteller and the American Battle Monuments Commission: National World War II Memorial campaign and dedication event

GCI Group and Medtronic: Increasing Access to Life-Saving Therapy: ICDs and sudden cardiac arrest

GolinHarris and McDonald's: World Children's Day at McDonald's

GolinHarris and Quest Diagnostics: Creating employee ambassadors

Karwoski & Courage PR and Put Children First: Saving the Twin Cities Shriners Hospital