Healthy com­pe­ti­tion at Dubai lynx

The fes­ti­val’s new cat­e­gory should see pow­er­ful, mean­ing­ful work judg­ing by the re­gion’s record at Cannes.

Campaign Middle East - - FRONT PAGE -

Health­care com­mu­ni­ca­tion is “not ad­ver­tis­ing and com­mu­ni­ca­tion for the sake of sell­ing some­thing; it’s ac­tu­ally to fix a re­al­world prob­lem,” says June Laf­fey, ECD at McCann Health Aus­tralia/ SE Asia and jury pres­i­dent for the Pharma Lion at this year’s Cannes Lions. With this belief in mind, Dubai Lynx has in­tro­duced a new spe­cial­ist award en­com­pass­ing health and well­be­ing con­sumer prod­ucts, ed­u­ca­tion and aware­ness and cor­po­rate com­mu­ni­ca­tions, as well as spe­cial­ist cat­e­gories for pharma com­mu­ni­ca­tions and an­i­mal health.

This year the MENA re­gion en­joyed in­cred­i­ble suc­cess at the 2017 Cannes Lions, with the UAE com­ing sev­enth out of the 27 coun­tries to take home awards at Lions Health.

As in many ar­eas of the cre­ative com­mu­ni­ca­tions in­dus­try, the pro­lif­er­a­tion of tech­nol­ogy is shap­ing the fu­ture of the field. “The best health ad­ver­tis­ing from around the world com­bines tech­nol­ogy, in­no­va­tion, sci­ence and data with ground-break­ing cre­ative prob­lem solving,” says Robert Gibbs, cre­ative direc­tor of McCann Health MENA. And he’s right. Med-tech start-ups fo­cused on spe­cific tech­nolo­gies are mak­ing con­nected tech­nol­ogy avail­able to a wider pub­lic. Greater use of wear­able de­vices, cou­pled with big-data tools ,is equip­ping mar­keters with in­sights that are start­ing to rev­o­lu­tionise the med­i­cal and care-giv­ing in­dus­try.

While these trends sig­nal in­no­va­tion com­ing down the line, the power of a sim­ple in­sight should never be un­der­es­ti­mated. A strong in­sight can still cut through and make a pow­er­ful im­pact, even in a com­plex arena like health­care and pharma com­mu­ni­ca­tions. The MENA re­gion’s win­ning work at Lions Health was no­table for its el­e­gant sim­plic­ity.

The Clas­sic Part­ner­ship’s ‘Foot­note for the Breast’, pro­duced for Med­care Women & Chil­dren Hospi­tal, is a per­fect ex­am­ple of a sin­gle, sim­ple au­di­ence in­sight. To raise aware­ness about the im­por­tance of early de­tec­tion of breast can­cer, small peb­bles were placed in the shoes of women who went to mosques and prayer halls. Each peb­ble was stamped with a mes­sage en­cour­ag­ing reg­u­lar check- ups. When the women re­turned to put their shoes on, they felt the lump and were made aware of the mes­sage. The Health & Well­ness jury at Lions Health were im­pressed enough with the cam­paign to award it a Bronze Lion.

Speak­ing on the rea­son be­hind its suc­cess, jury mem­ber Stacey Bern­stein, ex­ec­u­tive vice-pres­i­dent and global direc­tor of dig­i­tal health at We­ber Shand­wick, said: “The in­sight here is that it is taboo to talk about mam­mo­grams and breast can­cer, but every­body goes and prays – so we’re go­ing to use that one mo­ment in time to cap­ture peo­ple’s at­ten­tion and make them think about this.”

She added: “This is like the ana­logue ver­sion of thumb-stop­ping. You could not avoid it and it was so sim­ple. You put your foot in your shoe, you had to take the peb­ble out to be able to put your shoe on prop­erly, and that’s the best case of be­ing thumb-stop­ping that I’ve ever seen.”

Gibbs agrees that it’s the right time for health­care work in the re­gion to ben­e­fit from recog­ni­tion at Dubai Lynx. “It’s the per­fect time to cel­e­brate the best ad­ver­tis­ing and com­mu­ni­ca­tion work from the pharma, health and well­ness sec­tors,” he says. “There are some very com­plex top­ics here in the re­gion and it is only through aware­ness, dia­logue and ac­tion that these unique chal­lenges can be over­come. This exciting Lynx Health cat­e­gory en­ables us, as an in­dus­try, to talk about and tackle some of the most press­ing and im­por­tant is­sues fac­ing us as a so­ci­ety here in the Mid­dle East and North Africa. These awards are go­ing to help change peo­ple’s lives.” En­tries for all Dubai Lynx cat­e­gories open on 24 Novem­ber: www.dubai­l­ynx.com.

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