In 2019, Merck asked Porter Novelli to develop its campaign for International Thyroid Awareness Week, but fighting for attention against hard-hitting campaigns about the obesity epidemic, mental health reform and cancer care felt light a losing battle. Our challenge was that we were just yet another obscure awareness day.
So we tried something different – something simple. We’d seen it done well in other sectors, but never in ours. We introduced the world’s first thyroid emojis – imaginatively called thyrojis – that people could tweet, download, send and share to spread the message about thyroid disorders.