External Communications Campaign for a Pharma or Healthcare Organisation

In France, where beauty and self-care are part of everyday culture, intimate hygiene still sits in the shadows. Saforelle, the country’s leading intimate care brand, saw a cultural and educational gap. Women are curious about intimate health, yet it remains invisible in public spaces and advertising.

We used this tension as our opportunity. By hijacking familiar skincare billboards and extending them beyond the face to reveal the “missing” lower half of the body, we reframed intimate care as a natural part of beauty, wellness, and self-care, making the hidden part of the body visible.

Judges Comments

The “Skincare for Down There” campaign comes from innovative thinking that subverts familiar skincare visuals to address a societal taboo and close a knowledge gap.

Social listening identified a cultural tension arising from the issue that many people want intimate health information but are too embarrassed to ask – so the topic remains invisible.  The resulting campaign, where the hidden becomes the hero, resonates strongly with its target audience, using insight-driven relevance and empathy to make women feel both more informed and seen.

There was much about this campaign that the judges loved. Firstly, the campaign clearly sets out what the organisation is doing and reframes their brand as a trusted ally.

The hijacking of traditionally branded skincare billboards is a strong way to reach and engage with women. Overall, the bold, witty execution is memorable, communicates the message clearly, and is visually and conceptually seamless – turning intimate care into an approachable, confident, and culturally aware conversation.

Patrick Norrie, wethepeople

Despite increasing pressure to prescribe greener, doctors prioritise their patients. This matters because a well-controlled patient is a sustainable patient. So, we crafted a sincere thank you, reinforcing that patient-centred actions make a difference. We turned the NHS prescription slip into a storytelling device.

Through a handcrafted, stop-motion film, we follow Katherine’s journey. Her breathlessness mirrors a world in crisis. Then, a patient-centred prescription sparks a pivotal shift. Transforming the landscape, depicting the impact of well-controlled asthma. This campaign connects healthcare and environment through creativity, showing that caring for patients also means caring for the planet.

“Comeback Kicks” are post-surgery recovery shoes that replace the traditional medical boot. An often uncomfortable, bulky device patients dread. Worn for just four weeks, these boots can take up to 500 years to decompose.

So we redesigned recovery from the ground up: 3D-printed, custom-fit footwear, based on each patient’s scan. Designed with surgeons, they restore balance, reduce pain and fall risk, and are fully recyclable, cutting CO₂ emissions by up to 94% and turning recovery into a reason to get treated.

Despite growing awareness of ADHD, women and non-binary people are still being left behind; fighting a silent struggle and battling misunderstanding. This is especially true in the workplace.

The “Staring Back at Me” campaign partnered with a Savile Row tailor and illustrator to design suit jackets that represent the reality of ADHD in UK workplaces. On the outside, they look like any other jacket – but the linings tell unfiltered stories of the ambassadors living with ADHD.

Hidradenitis Suppurativa remains a chronic, under-recognised disease with significant unmet need. Against this backdrop, the brief was to create an unbranded campaign that would build awareness and excitement around MoonLake Immunotherapeutics, while challenging category norms and clearly establishing MoonLake’s ambition to go beyond existing standards of care.

Rooted in MoonLake’s values, the campaign delivered distinctive, high-impact executions, centred around UnlockPotentialHS.com and amplified through highly targeted email, social, and digital activity that made the budget work as hard as possible. The result was exceptional engagement and a meaningful 7% lift in MoonLake awareness among US dermatologists.