This extension of the Clio Awards (Adweek's corporate sibling) annually recognizes the best in healthcare advertising, design and communications as determined by top healthcare ad creatives from around the world. Featured here are the entries that took this year's Grand Clio and Gold Clio statuettes.
The U.K.-based Resuscitation Council is the medical charity that produces CPR guidelines that are followed by the National Health Service and first-aid charities. Working with Unit9, it developed Lifesaver, a new way to learn CPR. An estimated 60,000 people in the U.K. suffer cardiac arrest outside the hospital every year. Sadly, fewer than 10 percent survive. Lifesaver fuses interactivity and live-action film to teach CPR on computers, smartphones or tablets. Best of all, it’s free.
AllergyCast is billed as the first app that learns what consumers are allergic to, then teaches them which pollens trigger their symptoms. A daily log helps track how one feels to better understand and manage allergies. Data visualization makes it simple and easy to share with a doctor. Pollen and weather inputs are collected from over 10,000 locations. To make the experience fun, the app is also gamified. It has been downloaded more than 300,000 times and is a top 25 weather-related app.
The mission was to help Girls Right of Way (GROW), a small, grassroots nonprofit, communicate programs to perspective donors, partners and participants. GROW’s mission is to provide a path for at-risk girls to realize their full potential. Ads, posters and postcards communicated programs like peer counseling and reading centers. The campaign helped forge partnerships with groups like the Red Cross, and led to a significant increase in participation in the program.
Sport Club Recife boasts some of the most passionate sports fans anywhere in the world. While most sports-franchise communications drive fans to buy merchandise and tickets, the challenge here was to engage them in a deeper way—and in a way that did nothing short of saving lives. The mission: to create “the immortal fan,” one whose heart, eyes, lungs and other vital organs would keep cheering even after death—via organ donation. The result: a dramatic drop in organ waiting lists.
The campaign pits two facts about cigarettes against each another, and then encourages the public to choose the uglier of the two. Each of three television spots features “truth” crews encouraging passersby to examine certain truths about cigarettes by way of ersatz street installations (such as “Poop vs. Pee”), and then vote on which is worse. Thetruth.com fielded more than 200,000 votes, while a variety of digital and entertainment integrations furthered the conversation with teens.
Gold Clio: Poop vs. Pee
Entry Type: Health Services and Corporate Communications, Single
Agency: Arnold Worldwide
Part of the “Ugly truth” campaign, this installation let the public have its say—in a most graphic way—about tobacco. A giant cat and dog were placed atop tall, transparent poles in New York, each assuming a certain, um, delicate position—the message being that methane, a chemical in dog poop, and urea, in cat pee, are also found in cigarette smoke. By pressing a button to vote for the worse of the two, something reminiscent of poop or pee would come gushing down inside the pedestal—with sound effects.
Gold Clio: Preemie Hope Campaign
Entry Type: Disease Awareness
Category: Public Affairs
Product/Service: Korean Society of Neonatology
Agency: The Communications Enzaim
Location: South Korea
The mission: to increase awareness of, promote public support and policies concerning, and educate caregivers about premature births. It employed an emotional approach, using patient stories and the establishment of Prematurity Day on Nov. 17. The result of the campaign: nearly 200 media impressions and a spike in keyword searches for “erundungi.” The government would dramatically improve its support of prenatal care, increasing reimbursements for hospital care and boosting funding.
This campaign urged the public to pay attention to the signs our bodies give us about illness. The most lethal cancers each got a Twitter account, whereby “virtual cancers” followed thousands of individuals, sending them subtle messages that, if ignored, grew stronger and tougher. (Thousands, including leaders like President Barack Obama, would end up suffering virtual cancer.) The campaign got all of Colombia talking about awareness of the disease, a conversation promoted via #CancerTweets.