Best Use of Insight

After the pandemic, emergency services staff are 13 times more likely to attempt suicide, but over 50% less likely to take up support. Based on testimonial from frontline workers, we created a set of characters called The Feelings.

The Feelings sing about their mental state while they go through their daily routine. From a paramedic dealing with a case of cot death who cries in the toilet, to “Doctor Rising Dread” who “feels sick to my stomach when I lie in bed”.

The Feelings simplify complex emotions, so they are easy to recognise and to talk about.

Judges Comments

Insights uncovered into the impact of working in emergency services on mental health were startling.

Creatively, it’s miles ahead; the finished quality is excellent and it really seems to capture the emotions of the people it’s trying to help. The insight is well used and gained great results.

A top-quality execution — well written, performed and animated.

Christmas. The most wonderful time of the year. But it’s a dangerous time for hearts — on Christmas Eve, heart attack risk rises by 37%. So Heart Research UK launched a special campaign starring a familiar character; someone whose stressful job, irregular exercise and poor diet puts his heart at particular risk on Christmas Eve — Santa Claus himself.

On the back of the campaign, visits to the Heart Research UK website increased by 117% on the previous year, and the number of new users increased by 223%. Helping to keep more hearts healthy over the holidays.

Despite high awareness, many people don’t engage with the mental health support they need. Insights showed the mental health system and its communications use language unrelatable to many audiences. Research revealed high engagement on social media when users recognise themselves in others’ posts.

So, we developed a co-creation platform, pairing upcoming Universal Music artists with people who had experience of mental health issues, to write and perform spoken word pieces telling their stories. The tagline “If this speaks to you, speak to us” encouraged the audience to contact Mind.

We saw website traffic increase eightfold, 28.3 million impressions and wide organic media coverage.

Teva’s Humanizing Health Awards are designed to celebrate initiatives that go beyond medicine to bring a “human touch” to care. In order to encourage applications for the 2022 awards, we needed to create a campaign that would capture hearts and minds.

Our campaign — The Chemo Show — tapped into a deep human insight around the healing power of awe, inspiring people to enter the awards by telling a profoundly emotional, personal story about the magic and joy that moments of awe can bring to patients’ lives.

Haemophilia A is a rare bleeding disorder that affects mostly men. We needed to reach the Gen Z segment, whose members are notoriously sceptical of brands and disengaged with their condition, especially on social media. So we decided to find a way to make our messages feel indistinguishable from the type of content these patients were already looking at online.

Each series of posts was created to align with a specific type of content that our target audience was consuming, and the information that was important to them when considering a medication. Engagement went up by 340%.

Many sufferers take painkillers to relieve their migraines. But overusing painkillers can actually make their migraines worse.

So sufferers get a migraine . . . and take a painkiller . . . and get a migraine . . . and take a painkiller . . . and get a migraine . . . and the cycle goes on. That’s why Novartis created a campaign to tell patients that their migraine pain relief, could actually be triggering their migraine.

By making sufferers aware of the impact of painkiller overuse and encouraging them to visit a neurologist, who could actually offer a proper solution to their migraines, we can help sufferers break the migraine—painkiller cycle.