Gazette, together with RAI Amsterdam, has been awarded at the Dutch PR Awards for the Love your Liver campaign. The annual industry awards recognize the best PR cases in the Netherlands. The jury praised the campaign for its creative approach, clear message, and visible social impact.
What started as a medical congress grew into a national awareness campaign about liver health. RAI Amsterdam and the Amsterdam Convention Bureau organized free liver tests for the public during the EASL | The Home of Hepatology congress. In the Netherlands, an estimated 400,000 people are at risk of serious liver damage or liver cancer, often without knowing it. The goal of Love your Liver was to take that topic out of the medical sphere and bring it close to people: concrete, accessible, and activating.
Message continues below the photo
A campaign with real impact
The communication strategy consisted of two steps: first, the national announcement of the free liver tests, followed by our personal press approach based on research by liver specialist Bart Takkenberg. The media response was overwhelming. Even before the first test day, the phone was ringing off the hook, and Goedemorgen Nederland, NPO Radio 1, Hart van Nederland, Het Parool, and the NOS Journaal, among others, made reports from the location. Long lines formed in front of the tiny houses at the RAI of people who wanted to know the condition of their liver.
The jury of the Dutch PR Awards described Love your Liver as ‘A campaign that makes a seemingly dry medical seminar creative, clear, and meaningful – and brings the subject to life publicly.’ According to the jury, ‘the content is solid, the translation relevant and accessible, and the result visible at all levels: from awareness to measurable impact.’
An appreciation to be proud of
For Gazette, this award is a special recognition of the power of journalistic PR. Love your Liver shows that PR can be more than just visibility: it can make people aware, inform them, and encourage them to take action. Together with RAI Amsterdam, we look back with pride on a campaign that really made a difference.
