There is a growing need to ensure that knowledge generated from clinical trials is shared widely and accurately. However, young people often find themselves left out of this crucial exchange of scientific information. Scientific discussions and cutting-edge research presentations are typically held in spaces inaccessible to the younger generation and presented in ways that are difficult to understand, leaving them out of these vital conversations. Recognising this gap, Penta embarked on a mission to bridge this knowledge divide by establishing the Young Reporters project, which has now been shortlisted for the Pharma Marketing Excellence Awards (PMEA) in the category of Excellence in Patient Education and Support. PMEA rewards ethical, customer-focused practices that guarantee patients receive real results from treatments and guidance and celebrates innovative solutions that enhance patient care.
The Young Reporters project aims to empower young people by providing them with opportunities to engage with scientists and researchers and participate in discussions on the findings that affect their lives. Through this initiative, Penta ensures that their unique perspectives are heard and valued by the scientific community and that findings are made available to young people in more impactful and engaging ways. This recognition from PMEA further validates the impact and importance of this project in enhancing education and support among young people living with infectious diseases.
Working in collaboration with 90ten, a healthcare communications consultancy, the young reporters from Africa, Asia and South America, were trained and equipped with the skills needed to understand scientific research and present this information in a clear and palatable manner for other young people. Today, young people spend an average of three hours a day on social media platforms, often seeking information, so Penta’s young reporters were also trained on how to engage responsibly with social media and to ensure that the information they present to the world is factual.
As we eagerly await the results of the PMEA, we can’t help but feel immense pride for our Young Reporters. Win or lose, they have succeeded at making science more accessible, not only to young people but to the general public as a whole. Through their engaging posts and storytelling techniques, they have contributed to bridging the gap between complex scientific findings and everyday life.