Disease Awareness & Education: Pharma/Corporate

Brand/Client efforts designed to educate and/or promote health awareness. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award.

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2017 SILVER

First Haircut

Every two minutes, a woman in the United States is diagnosed with breast cancer and faces a loss of health and identity. For a breast cancer survivor who's lost her sense of self, the journey of triumphantly reclaiming one's beauty can be linked to a simple milestone: that first haircut after treatment. By leverage the journey of one survivor, Tracy DeSoto, in reversing her own cancer narrative, leading to her self-reclamation, Ulta Beauty raised $2.6mm dollars for the BCRF and inspired millions of women to join the fight.

Brand: Ulta Beauty
Client: Ulta Beauty
Agency: MullenLowe U.S.
Language: English

2015 GOLD

Act F.A.S.T.

Nearly 800,000 people have a stroke each year. But until recently, only 1 out of 4 stroke victims arrived at the hospital fast enough to reduce their chance of serious long-term disability. Genentech set out to change that. Through the Act F.A.S.T. campaign, hospitals and advocacy groups were able to effectively educate the public on the signs of stroke and need to get to the hospital right away. After launch, traffic to the website skyrocketed and the percent of patients optimally treated saw its first increase in almost 2 decades.

Brand: Genentech, Inc.
Client: Genentech, Inc.
Agency: CDMiConnect
Language: English

2015 BRONZE

Drop Your Pants for Underwareness

665 million Americans have bladder control problems, and almost half of them are younger than 50. Statistically true, but hard to digest, Depend had a mission to shatter the societal stigma against incontinence. The shame around incontinence is inextricably linked to Depend, so when we redefine cultural norms, we redefine our brand. By creating a campaign that overcame the shame of bladder leakage through a mass, public display of solidarity, Depend significantly reduced the shame associated with the condition by 1/3 generating 19,000 sample requests in just the first month.

Brand: Depend
Client: Kimberly-Clark
Agency: Ogilvy & Mather
Language: English

FINALISTS

Astellas – Vasomotor Symptoms (VMS) Disease State Awareness Heat on the Street: Raising Awareness of Vasomotor Symptoms (Hot Flashes and Night Sweats Due to Menopause)