Most compelling Campaigns of the Decade in ‘Healthcare’

Over the years, most brands have build on the concept of Shared Value, an idea advanced by Michael Porter and Mark Kramer of HBS. The Healthcare sector has used the concept widely in many of their campaigns, but even other sectors have been embracing the concept. Let’s look at some of the most appreciated campaigns in healthcare in the last few years, all of these have been conferred with the Grand Prix Award at Cannes Lions, all had one factor in common – A purpose-led marketing.

How IKEA made its furniture accessible to the specially-abled and converted this into a one-of-a-kind ‘Thisables’ advertisement!  Not only this, but McCann Tel-Aviv also won the Cannes Grand Prix 2019 for the same in the Healthcare Category.

Montefiore Health System’s “Give your Heart” was an integrated experiential marketing campaign.
By simply requesting users to hold up their phone up to their heart, they put the users in the shoes of a heart donor and made them aware of its importance.
The creative agency John X Hannes, New York  won the Cannes Grand Prix in 2018 for the same. The agency, known for many breakthrough campaigns was dissolved in October 2019

To make the Australians aware of the Road Safety, ‘Graham’ an interactive lifelike sculpture demonstrating human vulnerability to road accidents was created on suggestions by Victoria’s Transport Accident Commission.
‘Clemenger BBDO’, Melbourne won Grand Prix award at Cannes Lions for the campaign.

Project Literacy is a global movement by Pearson to combat illiteracy using the basic alphabets and relating them to social evils. The campaign was a massive hit and drove huge funding for associated causes.
FCB Inferno London won the 2016 Grand Prix(Health) for creating this campaign.

INTIMATE WORDS by P&G – An attempt to address taboo surrounding Cervical Cancer.
Cervical Cancer has been one of the leading causes of death in Mexico. However, due to cultural taboos, there were no words for the female reproductive system in women’s native language. This made it difficult to explain their symptoms and receive appropriate treatment.
P&G & Leo Burnett Mexico, bridged this gap by creating the ‘Intimate Words’ campaign. The campaign helped break through a cultural barrier,
Leo Burnett Mexico won 2015 Grand Prix(Health) for it. 

Kishokai Medical Corporation`s  ‘Mother Book’ is a Japanese pregnancy diary that
captures the physical transformation of a woman’s body during  pregnancy. The campaign encourages mothers to write notes for the baby on each page and consider the book a gift to their children.
Dentsu Nagoya, Japan won the first Grand Prix given for Health in 2014 for the same.

All of these had a purpose-lead marketing, that re-enforced a positive norm.