Healthcare advertising has a greater calling than advocating for brand choice. It’s our responsibility as marketers and communicators to take an active role in creating a healthier future.
And there’s no better place to start than by empowering children or those who can impact the health of the next generation.
Robin Davenport is EVP, executive creative director at Sudler.
diaTribe Foundation, Area 23
The illustrative style of this campaign dramatically engages the viewer on many levels, beginning with the sheer impact of a print ad that feels like it’s in motion. Using the table as a divider between today’s choices and tomorrow’s consequences provides a striking and shocking visual reminder of the importance of healthy eating and lifestyle choices when it comes to childhood diabetes. It is a strong call to action to all parents who can change the outcome for their children.
UNICEF, Escola Superior de Propaganda e Marketing
With the visual metaphor of a slot machine, this campaign gives us a window into the harsh reality of life for so many children — where the odds are against a promising future. Simply iconic and further dramatized by documentary style photography, this ad is emotionally riveting.
World Burn Foundation, J. Walter Thompson
Powerful art direction makes us want to look away rather than closer. Yet we are compelled to take in the stark nature of this ad. No headline, and only the face of the infant engulfed in flames speaks to the devastation wrought by leaving open flames unattended. As a writer, I can’t help but think a strong headline would have taken this concept to another level. And then I am brought back to the reality this visual speaks volumes.
Down Syndrome Answers
Canadian Down Syndrome Society, FCB Canada
This is a best in class example for search marketing from Google. Searches about Down syndrome are answered by the true experts — kids with Down syndrome. It is genuine, emotional, and engaging on every level. We learn so much more than the answers we seek.
Build the Future, Astronaut
Building the future takes not only healthy bodies but also healthy minds. Our future will be built by children who are encouraged to explore and dare to dream bigger. The juxtaposition of the child inside the astronaut is a testament to the imagination run wild of the creative team on this brand.
Be Certain with Soltan
Boots Soltan, Ogilvy U.K.
Here’s a bold campaign from a suncare company that uses tattoos on kids to drive home the permanence of sun damage, and the importance of protection. While the tattoos are fake, the message is real. All the education on SPF protection neglects the importance of UVA protection. The campaign provocatively leaves its mark.