Trailblazing Award
With grateful thanks to our sponsor
Menstruators continue to suffer inequality related to their bodily functions. Even research has historically excluded menstruators’ cells from pre-clinical studies, leading to a world of medicine designed without menstruators in mind.
Period blood is rich in something that researchers desperately need: stem cells.
Stem cells have the potential to cure major diseases like cancer and Alzheimer’s. Researchers just haven’t had a scalable source of them.
To narrow health disparities for menstruating people, and show the world just how powerful our periods are, we just needed a way to transform periods from waste product to research resource.
Judges Comments
A true “wish I’d thought of that” entry. Fantastic innovation that went above and beyond the brief, it goes towards solving a real problem and is something that could make a huge difference to future research, as well as helping to destigmatise periods.
All the judges agreed that “The Cure Cup “stood out from all the other entries in this category due to the genuinely game-changing product, approach and execution. As well as being a rarity that a product innovation like this comes along, it solved the client challenge, and then some! For the judges, it was reminiscent of an urban legend of an agency proposing to build a bridge rather than a campaign, and they look forward to it coming to the UK. “This is what trailblazing looks like: an idea that you wish you’d had and an innovation that may go on to change lives.”
Dan Blomfield, akt health
Psnap Lens was the first AR lens game in healthcare. It was created to reach a large audience on World Psoriasis Day and increase brand awareness for VTAMA® (tapinarof) cream, 1%.
The mobile game was an ideal format to engage with our target audience because adult patients with plaque psoriasis are 5x more likely to be gamers than the general population, and they over index as mobile gamers.
In just 24 hours, on World Psoriasis Day, Psnap Lens made an impressive impact:
• Impressions: 8,266,011
• Reach: 6,075,535
• Shares: 41,789
• Clicks: 16,238
73% of chronic kidney disease patients who develop calciphylaxis are initially misdiagnosed. The longer it takes to identify, the further patients sink out of nephrologists’ reach, and within a year of receiving a diagnosis, 4 in 5 people are lost to a painful death.
We had to shine a torch on the condition to encourage nephrologists to look beneath the surface, into the darkest depths, and diagnose and treat these patients earlier. We developed a striking campaign to bring the importance of finding calciphylaxis back to the surface.
Clara’s Story is a pioneering 4-part educational program about heart disease and hypertrophic cardiomyopathy (HCM), utilising animation and Unreal Engine technology.
It offers four digital assets: a Disease Awareness Animation introducing heart disease, an Interactive Educational Simulation for healthcare professionals focusing on HCM diagnosis, an in-depth Awareness Animation on HCM, and an Interactive Patient Profile Knowledge Check.
Designed for versatility, these components can be used together for CPD certification or separately across various channels, redefining cost-efficiency in healthcare education.
Additionally, the program provides a library of rich visuals for diverse communication platforms, ensuring wide reach and aligning with industry trends in budget-optimised, high-quality educational content.
ViiV Hi-Vis is an interactive “one-stop shop” designed to provide healthcare professionals with the wealth of real-world evidence data, and supporting documentation, available from multiple ongoing systematic literature reviews. The system contains peer-reviewed publications and communications from major HIV conferences on the real-life use of ViiV’s portfolio products, and information on subpopulations of people with HIV.
ViiV Hi-Vis’s combined data visualisation and asset repository is an innovative approach that supports ViiV’s commitment to putting people first and increasing health equity.
GSK has been committed to protecting the world from herpes zoster, known as shingles. Sometimes perceived as mild and therefore deemed a lower priority by some healthcare professionals (HCPs), GSK faced the challenge of capturing the attention of delegates at congresses to strengthen their understanding of the impact of shingles and the risk facing patients.
Enter Albert: the world’s first humanoid robot with shingles. Representing a 50+ adult patient with a blistering facial rash, Albert brought HCPs face-to-face with the burden of disease.
Women in Pharma was founded to INSPIRE and EMPOWER women in pharma to SHAKE the future of women’s health.
We worked without fee to create a stand-out campaign to rally a community of changemakers. Lisa Tegtmeier’s illustrations perfectly capture WiP’s values of sisterhood, joyful confidence, courageously provocative and inspiring possibilities . . . an attitude to disrupt “traditional (blue/male) pharma” in a way that motivates and says so much, with few words.
In a year the campaign has helped build an active community of >1,600 across LinkedIn and Facebook—women across the breadth of pharma engaging online and in person, through networking, mentorship and more.
