Novartis UK and 21Grams
Slow The Burn
Secondary progressive multiple sclerosis (SPMS), a form of multiple sclerosis that damages the brain, is slow and subtle. Neurologists often miss the signs of progression, leaving their patients suffering from irreversible brain damage.
This campaign compels neurologists to look for the early signs, such as cognitive decline. Slow The Burn demonstrates that damage with detailed photography and carved wax candles, exquisitely carved in the shape of patients’ heads.
Many creatives might have used a model for this combination of photography and wax. Our judges marveled at the use of an actual patient as the basis of the imagery, starting with a 3-D scan, then sculpted into wax. It then photographed burning candles, matching them with portraits for lighting and mood. The texture blending, color matching and candle reshaping seamlessly integrated the images. Composite wax drips show mind deterioration and add visual realism.
The imagery lends an authenticity that exactly suits the campaign’s message: Real people suffer from SPMS. And they need help now.
The campaign ran throughout the U.K. and stemmed from research with neurologists who explained why SPMS was easy to miss. That had become even more true since COVID-19 had reduced their ability to see patients. And it effectively conveys that while there is no easy test for SPMS, the earlier someone is treated for the disease, the more of the person you can save.
The effort reached 100% of British neurologists and created a 584% increase in unique visits and an 87% increase in online engagement.
Evofem Biosciences, Real Chemistry, McCann Health NJ, McCann Health Engagement and Mediahub
Phexxi House Rules Campaign
Phexxi, the only FDA-approved use-it-only-when-you-need-it prescription vaginal gel, is a rare innovation in birth control. So it required a different kind of campaign. The effort uses sharp and funny video, audio, social media and influencer strategies. It reached its target audience and boosted brand awareness to 19%, with over 10,000 providers now prescribing Phexxi.