We pitted 16 exceptional social media campaigns against each other in a battle for the MM&M Madness title.

After a week of intense voting, Eisai and Patients and Purpose’s Ella the Jellyfish campaign came out on top. The campaign uses Amazon Alexa to engage children with Lennox-Gastaut Syndrome, a severe form of epilepsy, and their caregivers. The campaign tapped into social media through Instagram Ads, showing the children dancing and playing with Ella, to encourage caregivers to use the voice-based tool.

This year’s runner-up was another Patients and Purpose campaign: Nad and Tad, a testicular cancer awareness effort for the Testicular Cancer Foundation. The Nad and Tad self-exam video showed men how to check for lumps using animated testes and a cheery jingle.

We thank all of this year’s MM&M Madness participants for sharing their work in our second annual bracket. Be sure to check back again next March for the next iteration of MM&M Madness.