Comunica and PROMOMED became the winners of the PROBA Awards 2026 with a PR campaign about metabolic health

Corporate

Industry development

25.09.2026

""Comunica" PR agency and PROMOMED Company became laureates of the PROBA Awards 2026 international award in the nomination "Healthcare and pharmaceuticals" of the block "Industry".

PROBA Awards is an international award in the field of communications and marketing, established by the North-Western Branch of the Russian Association for Public Relations (RASO) in 2000. Over the years, the award has brought together specialists and companies from the communications industry and highlighted projects in various areas. In 2026, the jury evaluated more than 200 shortlisted projects, and the winners were announced on September 24 at a ceremony.

The jury awarded the award for the joint campaign "How PROMOMED helped build even a billboard: a creative PR campaign about metabolic health", which accompanied the launch of the drug Tirzetta®— the first domestic tirzepatide, in Russia.

In communication, we have combined our own expertise, research, interviews, events, tracking the news agenda, and creative special projects. Notable solutions include a "slimming" billboard on Zubovsky Boulevard in Moscow and the announcement "Lost excess weight. If you have it, call PROMOMED," posted on World Obesity Day. By the end of 2025, more than 14,000 publications about PROMOMED were published in the Russian media.

"It is important for us that the jury evaluated not a separate special project, but a comprehensive approach — from interaction with the media and experts to creative solutions. Together with the PROMOMED team, we have been looking for ways to talk about a complex medical topic clearly, visibly and at the same time correctly from the point of view of legislation." Oksana Reznik, Deputy General Director of the Comunica PR Agency, commented.

"The key objective of the project was not just to announce the launch of a new drug, but to form a stable expert agenda around the Company and to make a complex medical topic accessible to a wide audience. We tried to show that the Russian pharmaceutical industry creates innovative solutions and meets high quality standards."

Ekaterina Popova

Director of Corporate Communications at PROMOMED.

Winning the PROBA Awards highlights the growing role of communications in the pharmaceutical industry: Today, brands face the challenge of not only being visible, but also building a meaningful conversation with their audience around complex medical topics.

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