Health & Pharma in focus as The Drum Awards for Marketing deadline approaches
With the entry deadline for The Drum Awards for Marketing 2024 upon us and The Drum preparing for its Health & Pharma Focus Week, we spotlight three tech-driven health sector campaigns that topped the World Creative Rankings this year.
VML New York's work for Dogs Without Borders
The entry deadline for The Drum Awards for Marketing 2024 is today, Thursday, April 4, and scooping one of our marketing awards in 2024 will also contribute towards your agency’s standing in next year’s World Creative Rankings, The Drum’s global rankings that take into consideration more than 30 global awards competitions.
Health & Pharma has become an increasingly diverse and lucrative sector for agencies to work in over the last decade and this year’s Marketing Awards will be judged by CMOs from huge brands in the health and pharma sector including Bayer, Boots UK, Nestlé Health & Science, Emory Healthcare, Kimberly-Clark, Health-Ade and more.
The number one globally awarded Health & Pharma campaign in the World Creative Rankings 2024 came from Dentsu Creative Buenos Aires for Eurofarma. Titled ‘Scrolling Therapy,’ the campaign promoted an innovative new app that is helping people with Parkinson’s disease to regain movement of their facial expressions. Many people with Parkinson’s have facial masking, which means they are unable to smile, frown or make any facial expressions. The app provides sufferers with regular exercises that see their facial movements enabling them to scroll and control their mobile phones.
The second biggest health award winner in the World Creative Rankings was titled ‘Dogs Without Borders,’ a campaign devised by VML New York for SFBO, the Society of French-Brazilian Oncology and Kdog.
Research shows that 55% of the world’s population lives in rural areas, with billions of people many miles away from medical attention. VML’s campaign promoted Dogs Without Borders, a first-of-its-kind initiative using medical dogs to sniff out diseases, including cancer, in remote areas where doctors and diagnostics are out of reach. Dogs Without Borders rescues dogs waiting to die in shelters and trains them to save people living in isolated locations.
According to scientific research, dogs are a highly reliable diagnostic tool. They can be more accurate than our best diagnostic machines but way cheaper, which makes them a perfect solution for areas that lack the financial resources and infrastructure to run expensive laboratory equipment.
The third-best health campaign of 2023 was titled ‘Eyedar’ and came from Area 23 for Horizon Therapeutics. Again, an initiative driven by tech and AI, the Eyedar app allows blind people to visualize the world around them through echolocation. Lidar scanning, 3D mapping and some training enable blind people to be able to interpret the sounds around them to build a simple mental visualization of the world, giving them added independence and improving quality of life.
The Drum Awards for Marketing 2024 is a global marketing effectiveness competition and is split by region – EMEA, the Americas and APAC – with each competition having its own judging panel that understands the business culture of each market. Not only does winning an award contribute to the World Creative Rankings, but all winners will feature in a bespoke awards report that will be distributed to big brands around the world.
- Working in Health & Pharma and want to feature in The Drum’s Health & Pharma Focus Week in April? Pitch us at editorial@thedrum.com.