Deborah Ciauro, executive creative director, Ogilvy Health
Part of the power of strong creative is its ability to shape perception – to get us to see and think about the world a little differently. In health, it’s a weighty responsibility – one that has the potential to influence behavior for our physical, mental and social well-being. Here are 6 creative ideas that rise to that challenge.
Endangered Syndrome, FCB
Funding for the Down syndrome community is under threat, even as more funding and resources are currently allocated to support the shrinking populations of animals. The Endangered Syndrome campaign takes a compelling approach to drive awareness of Down syndrome while taking steps to secure resources. Those living with Down syndrome are the incredible faces and voices of this initiative, dressed as different endangered species to illustrate the startling correlation. It’s such an effective, moving presentation of the issue, superbly executed across channels.
Get Up Alarm Clock, Area 23
As a healthcare marketer, few categories are as inspiring and motivating to work in as oncology. But what inspires the patients battling cancer? How do you motivate them to keep up the fight? The Get Up Alarm Clock leverages the simple, powerful insight that connection to family and community keeps people going. Waking up to personal messages of encouragement and support projected on your ceiling every morning is an incredibly effective use of technology as a way to provide consistent motivational fuel. The idea of the alarm clock goes from dreaded to desired. This defines moving.
One Mindful Mind, TBWA/India
Legendary graphic designer Saul Bass once said that “design is thinking made visual.” The One Mindful Mind toolkit is such a beautiful example of that. This incredibly thoughtful program leverages simple, effective design and language to empower caregivers to counsel and support children struggling with their mental health. From Feeling Flashcards to the Parental Guide, each critical component is served and reinforced by the creative approach.
Smart Read, Langland
People suffering with macular conditions are presented with challenges everywhere, and the waiting room is no exception. Developing the first large-format print magazine that marries design, functionality, and curated content is not only smart, but surprisingly overdue. It rethinks a traditional medium to fill an overlooked need in this population. The need was so real that patients began requesting home subscriptions. Nothing says effective like your target audience asking for more.
The Cleft Collection, McCann Health
How do you motivate people to rally behind a cause? Activate empathy. Smile Asia did that brilliantly with the Cleft Collection, developing a set of eating utensils with their own clefts to simulate the same challenges children born with cleft lips and palates endure while trying to eat. Served at fundraising dinners, the cutlery created an immediate and tactile connection to the cause. In an age when shared experiences are often created digitally, this literal hands-on approach was perfectly human.
Viva La Vulva, AMVDDB London
The title here says it all. Feminine hygiene and health brand Libresse leaned into their mantra of “Live Fearless” and developed the first campaign to say vulva. Not only does the campaign say it – it shows them, celebrates them, and gives them a voice, quite literally. It’s glorious in how it takes such a boldly unapologetic and joyful approach to honoring women’s bodies. The creative direction and craft here are nothing short of masterful. Viva la Vulva indeed.