Purpose & Positive Impact
80% of UK men have a pet name for their penis, yet only 10% have heard of penile cancer and its symptoms. This gap is costing men their lives. So, we enlisted comedy icon Sir Stephen Fry to front an outrageous mixed media celebration of the nation’s “Dicknames” – from “Tiny Tim” to “Big Ben.”
Open about his own intimate health battle, Sir Stephen helped prove laughter is the ultimate tool for getting men to pay more attention to theirs. So no-one has to find out about penile cancer the hard way.
Judges’ comments
“Name It” was a standout entry for its huge originality, impact and cut-through, in addition to clear purpose and passion evident in every aspect. A courageous and brilliantly executed public health campaign that transformed an overlooked and highly taboo cancer into a national conversation. By identifying a genuine behavioural barrier and creating a culturally resonant solution, the campaign achieved something many awareness programmes fail to do – it got people talking, checking and taking symptom-checking action.
Judges loved that this was a bold and brave campaign that was not compromised. Whilst tongue-in-cheek, it was built on genuine insight with a serious message and achieved amazing outcomes in terms of media reach, social engagement and behaviour change. Judges were also greatly impressed to see the resultant effect for the client’s ability to do things differently beyond this campaign, giving The Urology Foundation the extra potential to scale up their own partnerships to reach broader healthcare settings. All done with a very cleverly spent media budget, judges could tell that the success of the campaign was a personal mission for everyone who took part. Through combining bravery, humour and precision exceptionally well, this fantastic campaign made impact for both the public and the charity so strong that it clearly deserves to sit at the top – fantastic work.
Nuumad is a UX-led platform safeguarding UK community pharmacies while expanding public access to clinical services. Pharmacy funding has fallen around 20% in real terms over the past decade, contributing to more than 1,400 closures in England since 2016 and leaving many unsustainable on NHS dispensing alone.
Nuumad fills this gap by enabling private services such as vaccinations, travel health and weight management via simplified workflows that reduce consultation times, generate sustainable revenues and increase patient access to preventative care outside NHS pathways. With 1,000+ pharmacies adopted and patented technology, it places purpose-driven impact at its heart for sector resilience and societal benefit.
Iron deficiency affects millions of women, regardless of life stage, age, ethnicity or cultural background. Yet too many continue to accept its symptoms as part of everyday life. Drawing Strength challenged that belief.
Five female illustrators transformed women’s lived experiences into bold, expressive illustrations, creating a campaign that reflected the diversity of women affected by iron deficiency with honesty, warmth and optimism. Paired with language inspired by women’s own words, the campaign helped make an often-overlooked condition more visible, relatable and understood, encouraging every woman to recognise her symptoms and seek the support she deserves.
At ERS 2025, AstraZeneca set out to do more than communicate its sustainability ambitions – it wanted to demonstrate them through action. Emota created a flagship congress booth where sustainability shaped both the story and the build. Designed using our Enviroplan framework, the experience brought the connection between human and planetary health to life while embedding lower-impact choices throughout.
The result proved that sustainability and powerful audience experiences can go hand in hand: delivering 82% less production waste, 56% lower carbon emissions and 99% material circularity, while attracting 7,962 visitors and achieving a 73% visitor conversion rate.
1 in 5 cancer patients die from malnutrition, not cancer. At this time ice cream is one of the few food’s patients can tolerate, but it lacks nutritional value. Creamotherapy changes this by prioritising nutrition in cancer care. Using micro-encapsulated technology we can provide patients with essential vitamins, minerals and protein without altering taste and smell.
This innovative solution ensures patients receive the nutrients they need in a joyful product they can enjoy, without the unpleasant taste of traditional supplements – elevating nutrition to the same importance as the cancer treatment itself.
In January 2026, Novo Nordisk launched Wegovy Pill – the world’s first oral GLP-1 receptor agonist approved for weight management. In April 2026, it followed with Wegovy HD, delivering a mean 20.7% weight loss. Together, these launches represent the most ambitious expansion of effective obesity treatment in history. A dual-product franchise launch required a creative platform capable of carrying two distinct clinical stories while maintaining a single emotional identity. LIVE LIGHTER was that platform.
Built around the most human thing of all – a feeling – LIVE LIGHTER centres on emotion. Whether a patient chose Wegovy Pill or Wegovy HD, LIVE LIGHTER gave both a shared emotional home. LIVE LIGHTER functioned simultaneously as a consumer brand and as a clinical communication HCPs would trust – appearing across TV, digital, social, print, and in-office channels. That dual fluency was non-negotiable for a franchise with two distinct clinical profiles serving overlapping audiences. The strategic rationale was data-driven: brands with cultural magnetism experience 6× faster momentum; brands with emotional resonance see loyalty boosts of up to 95%; culturally relevant ads increase first-time purchase likelihood by 2.8×.
The commercial evidence of the campaign’s impact is without precedent in the industry:
5M+ Total Wegovy Pill prescriptions filled as of August 2026
More importantly though, for the first time since obesity was declared a global epidemic, data from the Gallup National Health and Well-Being Index is documenting something remarkable: the curve is bending:
7.6M Estimated fewer obese adults vs. 3 years ago (Gallup, Oct 2025)
While no single product can claim sole credit for a population-level shift of this magnitude, this is the first meaningful, sustained decline in U.S. adult obesity since tracking began.
This initiative was built on a simple purpose: ensure vulnerable people were not left behind as society moved on from COVID-19. By using publicly available health data to prioritise communities at greatest risk, the campaign directed resources where they could deliver the most meaningful public benefit.
Through clear, accessible disease education and practical routes to testing, it helped people make informed decisions about their health while supporting earlier care seeking behaviours. Beyond awareness, the campaign was associated with fewer hospital admissions than expected in targeted regions, demonstrating potential benefits for both vulnerable populations and the wider healthcare system.
The Compassionate Cancer Care Forum (CCCF) reimagined compassion as a system capability rather than an individual attribute. Convening patient advocates, healthcare professionals, educators, academics, leadership experts, professional societies and Daiichi Sankyo Europe, the initiative used co-creation and experiential learning to develop shared priorities for improving compassionate cancer care.
The forum has evolved into an ongoing amplification programme, supported by governance structures, professional partnerships and educational initiatives designed to embed compassionate leadership and self-compassion into practice. CCCF demonstrates how purposeful collaboration can move beyond discussion to create sustainable, scalable change that benefits healthcare professionals and the people they care for.
