Best Creative Medical Education Programme or Campaign
With grateful thanks to our sponsor
A medical education initiative built around tangled woollen threads, delving deeper into the truly complex, heterogeneous nature of COPD.
The initiative was spearheaded by intricately-crafted woollen lungs and a coughing man, but also featured patient/caregiver portraits woven from 5km of wool, a thread-themed 360-degree LED pillar focused on inflammation, plus a Mode of Disease video where the medical story was told within the fibres of the woollen lungs.
Judges Comments
Visually striking and memorable, this campaign impressed judges enormously with its flexibility across scale, messages and audience needs, as well as its beauty. This was an excellent approach in engaging the HCP to gain knowledge and experience, both telling the story and gaining insights into so many different perspectives. Complex relationships behind different types of inflammation were brought to life through inclusivity, with inspired and ingenious application across a wide range of different media, platforms and touchpoints, and with HCPs at congress able to fully interact.
As well as being highly original, incredibly creative and beautiful, the narrative links well with the underlying theme of COPD inflammation. The tangled wool as the analogy was used in a large number of inventive and resonant ways, even becoming an infographic, resulting in a huge proportion of HCPs being reminded and convinced that COPD is heterogeneous.
“Untangling the Complexity of COPD” is a hugely flexible and adaptable creative work with a deep underlying commitment to support the COPD community. The judges loved the simple idea that worked naturally and effortlessly across a varied and diverse range of assets and formats. With its amazing creative educational approach with both the patients and HCPs partnered with throughout, this hit all the buttons: interactive—immersive—inclusive!
James Duggan, 90Ten
To educate patients and pharmacists on the importance of patience and perseverance in nail treatment, we needed a friendly face. So, we enlisted the help of an animal with prominent nails and a famously slow-paced approach to life: a tortoise. Named Ted.
Starring in his own animated campaign inspired by the classic tale of “The Tortoise and the Hare” he reminded our audience that in the race to get clear nails, we all need to take treatment slow and steady.
10% of men with prostate cancer are BRCA-positive, a form of the disease that’s more aggressive than others. In addition to poorer prognoses, these men have a 50% chance of passing BRCA on to their children.
Dad Genes appeals to the American Dad, in all his New Balance-wearing, barbequing, minigolfing glory. And, of course, we couldn’t forget the “Dad Jeans.”
We connected with dads’ desire to protect their families by making a connection between the iconic Dad Jean and their potentially dangerous dad genes. This campaign is a reminder that being the best dad starts with knowing your genetic risks.
IMBRUVICA® has transformed hundreds of thousands of lives since its approval as the first BTK inhibitor (BTKi) for the treatment of chronic lymphocytic leukaemia (CLL). Now, combined with venetoclax, it offers freedom from continuous therapy.
To communicate this partnership memorably, the Mode of Action animation was created as a buddy movie. Partnering with Sheffield’s Finger Industries, two bespoke characters were designed, to portray the uniquely synergistic way the treatment works. Original music and sound design enhanced the effect, delivering a charming and informative experience to highlight this dynamic 1L double act.
Millions battling Alopecia Areata (AA) face more than hair loss—it’s an autoimmune disease that deeply impacts confidence, relationships, and careers. New treatment advances brings new clinical data; however, HCPs often struggle to connect the clinical data with the real-life, patient-impact.
Pfizer sought to address this gap and together we developed an immersive tool to help HCPs visualize hair regrowth, bringing patient stories to life and turning static data into meaningful insights. By bridging this gap, Pfizer empowers HCPs to better understand and communicate treatment outcomes, transform the care experience and offer hope to those living with AA.
QUEST DMD Clinical Programme Branded Campaign
Challenge: Duchenne muscular dystrophy (DMD) is a progressive, life-limiting condition profoundly impacting young patients and their families. These patients, often young boys, frequently immerse themselves in fantasy worlds and gaming to escape the limitations of their condition. Recruiting for clinical trials in this population is challenging. The goal was to create a unifying identity for the vamorolone Phase IV clinical programme that connects with patients, inspires interest, and facilitates recruitment.
Solution: The branding introduced a fresh approach to clinical trials, transforming clinical trials into immersive narratives and clinical research into a heroic journey to redefine patient experience.
POLARIS: Transforming HCP–Patient Communication
POLARIS is a pioneering initiative designed to help HCPs communicate complex paediatric acute lymphoblastic leukaemia (ALL) treatment protocols with greater clarity and empathy. Through structured treatment roadmaps and interactive digital tools, POLARIS streamlines discussions, reducing consultation time by an average of 10 minutes per session. By translating medical jargon into accessible and child-friendly visuals, it empowers HCPs to deliver clearer, more engaging conversations, enhancing patient and caregiver understanding.
Developed with HCPs and patient groups, POLARIS is redefining communication in paediatric oncology—ensuring families feel informed, supported, and actively involved in their child’s care.
