'LOVE YOUR LIVER' NOMINATED FOR DUTCH PR AWARDS 2025

From 7 to 11 May 2025, the EASL Congress (European Association for the Study of the Liver) took place at RAI Amsterdam. EASL brings together thousands of doctors, nurses, and scientists from around the world and is committed to awareness, prevention, and delivering the best possible patient care.

To raise awareness about liver health, the impact program Love Your Liver was organized in the run-up to and during the congress, in collaboration with the congress organizer EASL, Amsterdam UMC, the Amsterdam Convention Bureau of amsterdam&partners, and RAI Amsterdam. The main focus of this program was offering free liver tests. Many people experience complaints or are concerned about their liver health but do not receive a referral from their GP to a hepatologist. During the EASL Congress, they had the opportunity to get tested quickly and free of charge, right outside RAI Amsterdam. These tests provided immediate insights into the condition of their liver.

The shared goal was to inform as many Dutch citizens as possible—particularly residents of Amsterdam—about the free liver tests at the RAI. In addition, the aim was to create social value around the event for both the city of Amsterdam and the Netherlands, to put the issue on the political agenda in The Hague and Amsterdam, and to position RAI as a driving force for knowledge sharing and progress.

The EASL Congress takes place annually in a European city. After editions in Vienna and Milan, Amsterdam hosted the congress this year. The urgency of liver testing was supported by facts and figures on the prevalence of fatty liver disease in the Netherlands.
 

About a week and a half before the congress, a press release was issued to generate publicity in the run-up to the event. The research of hepatologist Bart Takkenberg and his colleagues had not yet been published, which made the topic even more newsworthy.

By approaching journalists personally, the urgency of the free liver tests could be explained thoroughly. Clear agreements were made with all major media outlets in the Netherlands. With the support of PR agency Koolhoven & Partners, journalists were connected with the right experts, such as hepatologist Bart Takkenberg, and arrangements were made for them to observe the testing. For radio and television, this created a strong visual angle. It also helped that the issue addressed a pressing social concern: for many people, arranging a liver test and referral through their GP is complicated. At this event, it could be done simply, quickly, and free of charge.

The organizers had never before experienced such overwhelming interest in the tests. By sharing through ANP after the congress how many people had taken the tests, another news moment was created even after the event had concluded.
Thanks to the high turnout and wide media coverage, an urgent public health issue—the growing prevalence of liver disease due to lifestyle factors—was brought to the forefront.
 

In the Healthcare category, RAI Amsterdam competes against cases from Bijl PR (24/7 Diabetes), Het PR Bureau (Stop Fade-out), and Hibou (Virtual James Parkinson). The Dutch PR Awards are regarded as prestigious professional prizes for the PR sector in the Netherlands and Belgium. Campaigns that excel in creativity, collaboration, and social impact are honored. The nomination of Love Your Liver is a wonderful recognition of the joint efforts of all partners involved. The award ceremony will take place on Tuesday, October 14, 2025.