5 campaigns whose ideas go beyond expectations

When creativity connects and makes you aware – when the work really works – then we can achieve the greatest good for a brand, a patient or a community. Through craftsmanship, storytelling, engagement strategy, or even humor, these ideas go above and beyond to deliver both meaning and impact.

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Chrysalis Initiative

This campaign is powerful in all the areas that matter: craftsmanship, depth, and real impact. Beyond this social, out-of-home campaign, which aims to raise awareness of disparities in breast cancer care and outcomes between black and white women, the BCNavi app helps black women find equitable providers and advocate care themselves. The initiative also provides health professional-led training on equity assessment awareness and practice.

Colon Cancer Coalition

When I first saw the campaign hashtag, I thought this idea would only appeal to my 12-year-old son. But it turns out that this Twitter-based effort is more sophisticated than you might think. The campaign features a video of astronaut Dick Covey, who manages to deliver the pun with a wink and talk about his own personal losses from colon cancer. With cheeky calls (pun intended) to space billionaires and celebrities on Twitter, the campaign succeeds in raising awareness about colonoscopies in an urgent, but non-threatening way. And he receives extra points for the mobile experience and the use of parallax on the campaign site.

Protein kills us

This film taps into the cultural obsession with the post-apocalyptic genre to raise awareness and fund the development of a protein monitor for people with phenylketonuria (PKU). The idea behind it is simple: the daily struggle of an individual with PKU to limit their protein intake is so incredible and the stakes for failure so high (irreversible brain damage) that it is science- fiction. This seven-minute awareness film is truly captivating.

Breaking the Depression
Janssen Neurosciences

Of the dozens, if not hundreds, of unbranded disease education campaigns produced by the pharmaceutical industry each year, few stand out for their originality or emotion. Breaking Depression achieves both, elegantly conveying “we are never beyond repair” through the Japanese art of Kintsugi.

Printed by Parkinson
ocean europe

Many ideas based on data can seem forced or faked. Printed by Parkinson’s stands out by capturing a person’s actual tremor data and sending it to a 3D printer, which then prints an object symbolizing what has been lost to the disease. The result is a gallery of deeply personal objects visualizing the devastation of Parkinson’s disease. This intuitive and impactful use of the data speaks for itself, but its credibility is further enhanced by the publication of an article in a clinical journal describing the effort.

Excerpt from the April 01, 2022 issue of MM+M – Medical Marketing and Media

About Margie Peters

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