Disease and/or Health Awareness: HCPs

With 1.2 million vulnerable people still shielding from COVID-19 but doctors experiencing “blindness” to relentless COVID-19 messaging, we wanted to focus their minds on protecting their patients. We needed something engaging to jolt them out of their apathy.

But how to look at COVID-19 differentially? How about a world that exists somewhere between a hospital and a pinball machine? Where the steel pinball is representative of the ever-present threat that COVID-19 could strike their patients anytime.

Brought to life in a combination of dramatic real life and charming, very watchable, animation.

Judges Comments

Worthy of the Gold, “Covidball” was a great idea with superb execution. A terrifically engaging video held viewers’ attention exceptionally well and successfully conveyed an important message: that COVID-19 is still a threat to a vast number of clinically vulnerable people. Enjoyable as well as provocative, it fed into a campaign that made certain for HCPs to look at COVID-19 differently. The impact was huge, with fantastic metrics for engagement and dissemination of information.

Judges especially admired the innovative way that the campaign addressed information fatigue around COVID-19 and cut through to HCPs, making them recognise the ever-present risk and ensuring they kept up with latest thinking. What’s more, the campaign film was simply brilliant: a great story and fun to watch. What more could you want? Well done!

Sharaz Luke, Indigo Medical

By gamifying the campaign through the globally recognised spot-the-difference format, we told a simple story that highlighted the greatest difference between FLT3 mutations: patients with FLT3-ITD+ AML are 3.5 times less likely to survive than those with FLT3-TKD+. The message was expressed clearly and consistently, giving weight and purpose to the communication.

Painstakingly planned, shot, and edited, the work was easy to understand but complex to execute. Each patient was filmed twice in identical locations and poses, surrounded by hidden differences. Spotting them created pause, engagement, empathy, memorability, and action. Across channels it helped clinicians remember, reflect, and respond meaningfully.

More than half of asthma patients believe their condition isn’t taken seriously. But if doctors could see how terrifying it can be, they’d treat differently.

“Asthma Transplant” used actors, AI-driven face mapping, and voice modelling to show prominent asthma doctors a clone of themselves having an asthma attack, simulating what their flare-up would look like based on real patient stories.

By putting a familiar face on the condition, Asthma Transplant made an abstract experience feel deeply personal, moving doctors to truly understand the value of effective treatment.

The lid has been lifted on menopause, or has it? Research suggested that many HCPs lack training and confidence in discussing menopause, leading to misdiagnoses, inadequate support, or dismissal of symptoms. “The M Word” challenged UK HCPs with difficult-to-shift attitudes towards menopause to think differently.

Filmed in raw documentary style, men described serious medical symptoms and viewers assumed the worst. The reveal of menopause symptoms created a powerful, creative misdirection. This created a strong engagement hook across social media that successfully reached target audiences, including medical influencers, and demonstrated a measurable shift in HCP opinion on social media.

MAT-GB-NON-2026-00062
February 2026

HER2 was identified way back in 2004, but our understanding of this deadly lung cancer mutation is still lagging. Oncologists have been forced to accept the limited options in this disease. Meaning all patients can do is wait for a miracle.

Let’s end the wait.

At congress, online and in global oncology meetings we broke through 20 years of stasis, bringing patient experiences to jittery life and delivering new hope for an almost forgotten mutation. And through these lagging visuals, we were finally able to accelerate awareness for the people that need it the most – patients.

What if the human body were a planet thrown out of balance, its own defences turning against it? That’s the world we invited HCPs to enter.

In ANCA-associated vasculitis, a rogue immune pathway triggers destructive inflammation driven by the C5a–C5aR interaction deep within the complement cascade. Because this biology is often invisible to clinicians, we set out to make it unforgettable.

At EULAR 2025, “Chaos to Equilibrium” offered an immersive VR journey through a planet in crisis, showing how treatment restores balance. With 190 participants, a 91% completion rate and strong global demand, the experience reshaped understanding.

Global HCP Pre-launch Disease Awareness campaign raising the urgency to change the outcome in the rare kidney diseases C3G and IC-MPGN.

With more timely and effective treatment, it is possible to save the kidney.

The “watch and wait” protocol for NF1-related plexiform neurofibromas (PNs) causes children pain and dangerous compression, as HCPs often delay specialist referrals, unaware early intervention prevents irreversible harm. To address this, a bold dramatisation campaign was created. It employs CGI infant cultural icons—like baby werewolf and Godzilla symbolising outright danger, and a baby clown representing anxiety—to dramatically illustrate the varied threats PNs pose.

This impactful visual strategy aims to compel HCPs to understand and act on the critical importance of early treatment, shifting away from passive observation towards proactive, harm-preventing care.

Social media’s “sensitive content” warnings were silencing and shaming people with the rare skin disease generalized pustular psoriasis (GPP). We flipped this script.

Our “InSensitive Content” campaign boldly hijacked the censorship icon, transforming a symbol of shame into one of defiance. An emotive film and multi-channel rollout sparked a global conversation, generating over 17 million impressions. This campaign not only empowered a silenced community but also drove systemic change, as Meta pledged to improve its algorithms, giving a voice back to those who had been silenced.

With mounting pressure to prescribe greener, our goal was to spotlight a simple truth: well-controlled patients have a lesser environmental impact than poorly-controlled patients. We turned the NHS prescription slip into a storytelling device.

In a handcrafted, stop-motion film, we follow Katherine’s journey. Her breathlessness mirrors a world in crisis. Then a patient-centred prescription sparks the ripple effect of well-controlled asthma. We deliver awareness through a message of gratitude: reinforcing that patient-centred actions make a difference.

This campaign captures attention, communicates a clear purpose, and reframes disease awareness in a way that links patient care to planetary impact.