Folliderm "Bald man"

The task was to increase Folliderm prescriptions - a brand that prevents hair loss by strengthening hair roots. Hair fall is an extremely common condition, but seldom referred to a doctor. They had to tap this potential. The use of brand name was not permitted. The use of the brand name was not permitted. So they used a surrogate brand name based on its unique formulation: Power of 1+4. They used elevators in corporate offices and residential buildingss to deliver the message. A face of an man was stuck on the elevator door. Such that his hair was stuck on one door and the rest of his face on the other. When the door opened, the hair pulled away. Another print was stuck in the inside of the elevator - where the man was shown bald. The line read: "Scared of losing your hair? Ask your doctor about Power 1+4". It was highly amusing for people - and the centre of conversation in the elavators. More importantly there was a significant rise in enquiries about the therapy among doctors in adjoining localities (where the creative was placed).

Agency: Sorento Healthcare Communications Mumbai, India.

Israel Cancer Association "Unknown stain"

Israel is the no. 2 state in the world with people suffering from skin cancer. Skin cancer can be discovered by a simple checkup for unusual spots and stains on one's body. In order to Increase public awareness for skin cancer and get people to go and get checked, they came up with a new creative solution, using the environment as the media. They found real stains on sidewalks near the beaches of Israel, and placed framed stickers around them. Thousands of people were exposed to the framed stains, all with the same surprised and overwhelmed reaction.

Agency: GITAM/BBDO, Israel.

Funktion Personal Training "Escape your boring gym"

Recently, commuters in Vancouver were privy to a rather unusual sight: a man riding a stationary bike. Along the bike's side were the words "Escape your boring gym." The bike was created by Rethink Communications for Funktion Personal Training, a company that specializes in outdoor fitness bootcamps. funktiontraining.com

Agency: Rethink Vancouver, Canada.

Belgium Association of Urologists "Dripping Monument"

Prostate cancer is the most common cancer amongst men. One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%. The Belgian Association of Urologists asked them to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget? They took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure they turned Manneken Pis into Manneken Drip. To the spectacle, they added a sign reading ‘Having trouble urinating? Have a prostate check today.’ The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15.000 websites. Their action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television. and EU Health Commissioner Markus Kyprianou spontaneously supported their action. But more important: the awareness campaign didn't miss its goal. Their message reached an estimated 85% of the Belgians. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

ARS Humano "Tags"

For the 2008 plans the client wanted to attack breast cancer with an action to be executed on October 19th, the day dedicated internationally to this cause. With a budget of approximately 5 thousand dollars the client asked for a campaign that promoted the self-evaluation test. The target audience was female across all the ages which were susceptible to breast cancer. The insight was based on the place and timing in which the activation took place. In order to try the piece of clothing you had to break and read the tag. All in the most ideal moment. Early cancer detection is the best way to save lives. The problem lies in the way in which past campaigns transmitted that message, because they never took into account the privacy and intimacy this simple process required. This one did. It started with a strategic negotiation with major lingerie stores in the country. They placed a tag that looked like it came with the garment in every bra in their inventory of a quarter of a million. Due to the difference in size and designs, the bra is the only piece of clothing that women have to try out before buying, which made this the perfect moment to perform the self-evaluation breast exam. In order to try out the bra women had to remove the label, when they opened it they found 4 simple steps to perform the examination. They didn’t have the opportunity to check the amount of women that performed the self-evaluation, but we did measure the amount of breast scans performed on ARS Humano Affiliates: an increase in 42% in comparison to last year. The action stirred the media and created free press in TV and radio shows. During October and November the amount of affiliates grew by 16%. All were women. Bronze Cannes Lions Media Winner.

Agency: Pagés BBDO Santo Domingo, Dominican Republic.

Testicular Cancer Awareness "Check Them"

Testicular cancer awareness: - before campaign - 1% - post campaign - 74% - 11% increase in doctor visits. Their internet banners were clicked 1100% more then the regular banners, making www.proverigi.com.mk regularly visited. More than 80% of the placed hands were taken away from the site. Men found the hand funny and informative, so they were taking it away. Scaring men with statistics was not the way to deliver the message. They wanted to do it in an unusual and funny way. They decided to give men a HAND! A HAND (promotional material) was offered to men on the all places they usually go: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops. In Macedonian slang, testicles are also known as EGGS. They stamped the message on the eggs, sold at the local markets, using them as another media channel. All the materials were supported by an official website www.proverigi.com.mk (proverigi = check them) containing more information about the testicular cancer. Internet banners, leading to their website, were placed on the most visited web sites in Macedonia. Men between the age of 15 and 40 are potential victims of testicular cancer. If it’s detected early, it’s successfully treated in 99% of the cases. This cancer can be easily detected with a simple self examination. Research has shown, that the awareness for this illness and its symptoms is very low. The challenge was to raise the awareness and to inform men how to detect it. The message was simple: You can easily detect testicular cancer with a simple self examination. BE BOLD, CHECK THEM! Gold Cannes Lions Media Winner.

Agency: McCann Erickson Skopje, Macedonia.

SKCIN "Computertan"

The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health or charity advertising, and that wouldn’t normally be reached through conventional media. To drive traffic to the site, they developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising. The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and they achieved over 17 million page impressions from online banners. Their PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Their core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. They needed to bypass their natural cynicism to get the charity’s message across. 2x Bronze Cannes Lions Promo Winner.

Agency: McCann Erickson London, United Kingdom.

Korea Heart Federation "Listen"

The Korea Heart Federation (KHF)’s biggest concern and one of the major causes of death for Korean people today is heart disease. Since heart disease is incurable, the best cure is to prevent it. However, despite many efforts and campaigns, many people still do not realize the seriousness until they actually fall ill. The risk factors such as smoking, alcohol and obesity are still increasing. In consideration of this fact, KHF, through an innovative campaign, aimed to create an atmosphere where everyone is concerned about protecting their hearts from a young age, before they fall ill. Their concept was to help people recognize each of their hearts as a valuable gift, not just a biological organ inside their body. The best way to deliver this message was by actually allowing people to get an opportunity to listen to their hearts, enabling them to share a miraculous moment with it. Therefore, they developed the 'Listen Device', which digitalizes the target's heartbeat into an MP3 while listening to one’s own heartbeat. Then, they combined the digital heartbeat with music and art, and saved it permanently on the website so that people could create a deeper bondage with their hearts. The ‘Listen’ campaign was the greatest success in the history of Korean health. The total number of participants increased 2700% compared to last year. Even with no particular advertising spent, over 20,000 people visited the website and more than 50,000 people visited the studio. During the campaign period, over 500 blogs and 40 different newspapers introduced their campaign. Also, 90% of the participants requested a health inspection. Due to the success, the government has promised financial support for the next campaign and a monument including the participant’s heartbeats will be kept in the ‘Heart of Seoul’, Nam Mountain. The key success to KHF’s ‘Listen’ campaign was participation. The sound of a person’s heartbeat through the ‘Listen Device’ was digital content connecting on-line and off-line campaigns and used as ‘new-media’ enabling active participation. By relating music and art to our hearts, they were able to create a cultural turning point where people began to respect and truly love their own hearts. The heartbeats of singers were released as a digital album, and a heart experiencing studio combined with media-art was created for the first time for an individual to actually 'meet' their own heart. Silver Cannes Lions Promo Winner.

Agency: Creativia Seoul, Korea.

Ministry of Health "Clogged straw"

Coronary diseases are the main cause of death in Portugal. More than 37,000 deaths every year in a country with a population of only 10 million people. High blood cholestorol is a big risk factor. Secretly replace regular straws of some selected fast-food restaurants around the country for clogged ones, simulating the effect of an artery blocked by cholestorol. By trying to use them and not being able to, customers would then look at them and discover the message written along the side: "High blood cholesterol will do the same to your arteries. Watch what you eat. Ministry of health".

Agency: Fischer Lisbon, Portugal.

Grupo Imagen "Mask"

When the World Health Organization raised the influenza pandemic alert level from 4 to 5 was necessary to tell people to avoid kissing and to wear surgical face masks in public places in order to stop the epidemic. Since they knew that people on the streets were reluctant to wear them, they printed a message of goodwill on the masks to encourage people to use them. 5000 facemasks were given away outside subway stations. They ran out of masks within 30 minutes and people were placed to receive them. The message to use face masks in order to control the epidemic was spread all over the city.

Agency: Labase, Mèxico.

Liu Shuang "Acupuncture"

To communicate in a very low cost way their client's Acupuncture Services, to the general public in general and Western Expatriates in particular. The latter are increasingly switching to alternative medicines and therapy. They created this small poster wich they posted on notice boards of Supermarkets and Coffee shops frequented by Western Expatriates. The big idea here was, they used tacks like Acupuncture needles to hold the poster in place. By doing so, they converted this simple poster into a demonstration of Acunpuncture. During the month when these small posters ran, bookings for our client's Acupuncture services increased by 27%.

Agency: The Classic Partnership Dubai, United Arab Emirates.

Rotary Blood bank, Rotary International "Heart"

The Rotary Blood Bank wanted a giveaway to thank voluntary donors for their life saving contribution. During blood donation, a donor presses a soft ball repeatedly to hasten the supply of blood. They replaced the commonly used soft ball with one that is shaped like a heart. Amazingly, pressing the heart soft ball resembles the pumping action of an actual human heart. Making the donor realise that every drop of blood he gives, helps save a life. Message: Thank you for making a heart beat longer. Also every donor gets to keep the heart that he used, wich serves as a powerful reminder of how blood donation gives new life to a heart.

Agency: Leo Burnett New Delhi, India.

SEGO "Monument"

Cervical cancer kills two women everyday in Spain (over 700 per year). It's the most common cancer after breast cancer and almost no one is aware of this. Three months ago, a vaccine was created that can prevent it. This is the first vaccine to prevent cancer and six scientific associations lead by SEGO (Spanish Association of Gynecology and Obstetrics) began an awareness and prevention campaign with the following objectives: - Raise awareness of the seriousness of the illness. - Publicize the existence of the vaccines and promote preventative practices. These vaccines will prevent the deaths of thousands of women. The idea should allow the campaign to transcend in time and LASTS FOREVER so that their daughters and our daughters' daughters can always remember that they were able to beat cervical cancer. A groundbreaking way to honor an important moment in history making this news more viral than the virus itself: Raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using the Internet, Online Buzz, Mailings, Ambient Marketing, TV, Print, etc. Many more women are getting vaccinated. According to IMS (Pharmaceutical sector source - imshealth.com), following the campaign, the demand for vaccines preventing cervical cancer increased by 556%. 470,605 women reached by viral email (9 times the objective!) Post-Test Nielsen (Available to jury): 60% remember the campaign 47% of those who remember the campaign intend on getting the vaccine (35% more than those who don't remember). 67% of mothers say they'll take their daughters in to get the vaccine after the campaign. Silver & 2x Bronze Direct Lions Winner.

Agency: Shakleton Madrid, Spain.

The Prostate Cancer Research Foundation.

Men do not appreciate how common prostate cancer is and that it's killing one man every hour in the UK. Even worse, research clearly showed that men were reluctant to talk about their health or confront serious medical issues. Their core objectives were as follows: 1. To raise awareness of Prostate Cancer in the UK. 2. To de-stigmatise the disease and hopefully raise money for research. 3. To achieve the maximum effect with the minimum budget possible. 4. To raise the profile of the charity to generate wider interest. 5. To build the donor database for future fundraising. They created a 40" film which showed the late comedian Bob Monkhouse talking about losing his battle with prostate cancer, in his own inimitable style. This was launched through a PR campaign, generating unprecedented levels of national coverage appearing in national media continuously for a week. In addition, an extensive integrated campaign was developed, negotiating partnerships with national press, outdoor media and cinema to reach as many people as possible with their core campaign message. A retail partnership with WH Smith meant that badges were sold in every store in the UK. The campaign was supported virally and online. In addition, DM targeted high value potential donors. They created over £3million worth of media value with a budget of less than £50,000. An estimated 83% of the UK population has seen the campaign an average of 4 times. The PCRF annual income from June 2007 is forecast to show an increase of 70% year on year. Traffic to the website increased by 500%. There has been a 228% increase in the charity's donor base including a rise in the number of regularly monthly donors by 580%. Mark Emberton MD, the Charity's medical advisor, commented: "I have seen a marked increase in patients being tested and diagnosed with the disease as a consequence of having seen the Bob Campaign". Gold Direct Lions Winner.

Agency: The Communications Agency London, United Kingdom.

Arimidex "Straws"

Can you pick which of your breast cancer patients will have a recurrence? There’s no way to predict which of your patients will have recurring breast cancer. So it makes sense to treat all patients as women with some risk. Versus tamoxifen, Arimidex can improve every patient's chance of staying disease free.

Agency: G2 Auckland, New Zealand.

Naldecon "Door stopper"

Door stopper with image of a face, delivered to doctors and pharmacists on a mailing list, introducing the benefits of the new product in treating headaches.

Agency: Giovanni + DraftFCB São Paulo, Brazil.

American Social Health Association "Dangers of Chlamydia"

To raise awareness about the dangers of Chlamydia and promote STD Month, ASHA has developed a Facebook application to spread the disease organicaly from person to person online. With the "MorphMonkey" application, users can "Make a Love Child" by morphing images of their own face with those of friends. However, the humor takes a different turn when the partner is notified that they have been infected with Chlamydia. At the same time, both users are invited to "spread it to beat it" by creating more love childeren with other friends and learn more about the STD on www.ashastd.org. All Facebook users can participate in the campaign by downloading the MorphMonkey application on http://apps.facebook.com/morphmonkey.

Agency: Duval Guillaume New York, USA.

Akupunkturpraxis.

A new and unique way to stand out from all the clutter ads that are found on Berlin streets and notice boards. They pinned up as many of these around the city specifically in BIO supermarkets notice boards & local parks. In a week the clinic was fully booked for months in advance.

Agency: BBDO Germany.

University of Montreal Hospital Centres "Cross"

A really nice direct responce ad for the University of Montreal Hospital Centres "Change the course of things".

Agency: Kami.case Montreal, Canada.

Orthodontist Dr. Rathenow "Uncorrected Teeth Pacifiers Promotion"

The orthodontist Dr. Rathenow specialises in early diagnosis and correction of children’s defective jaws and teeth. To promote this service, specially designed pacifiers were handed out to parents of small children. The pacifiers gave the parents a funny, but very remarkable impression of how their kids could look with uncorrected teeth. The doctor’s business card was attached to the pacifiers. Headline business card (front): Take your kids for a check-up of their jaws and teeth before it’s too late.

Agency: Leo Burnett Frankfurt, Germany.