McCann Health Shanghai picks up Pharma Lions Grand Prix and Gold Lion for ‘Breath of Life’: Also Named Healthcare Agency of the Year
McCann Health Shanghai has pulled off a major creative coup taking out the Grand Prix award in the Pharma Lions category at Cannes. The award was handed out at the first Cannes awards presentation of the week, that concluded just a few minutes ago.
The Grand Prix went to GlaxoSmithKline “Breath of Life” for Chronic Obstructive Pulmonary Disease Awareness. The campaign also won a Gold Lion.
In China 100 million adults are affected by Chronic Obstructive Pulmonary Disease (COPD), but less than 7% are properly diagnosed. So McCann Health turned the mobile phone into a COPD self-testing tool.
This is the first ever COPD self-testing tool on WeChat. By collaborating with a Pulmonologist and a popular Chinese blowing-ink artist, we created a self-test tool that is interesting to use and sharable for spreading awareness. If users achieve a breath test score of less than 70%, the tool alerts them to undergo a hospital check-up. Users can share their bespoke tree artwork on social media to encourage more people to self-test.
McCann Health Shanghai was also named Cannes Lions Healthcare Agency of the Year and Cannes Lions Healthcare Network of the Year went to McCann Health.
Of the 363 entries from 23 countries, 11 were awarded with Lions – 1 Grand Prix, 2 Gold, 3 Silver and 5 Bronze Lions.
Robin Shapiro, TBWA\WorldHealth, Global, and Jury President of the category, commented: “COPD is one of the top three causes of death in China and it’s terribly underdiagnosed and undertreated. Breath of Life combines Chinese blow art, creative data visualization, and mobile technology into one irresistibly engaging diagnostic tool. This is highly personalized health engagement with scalable human impact and is the essence of life changing creativity which is what Cannes Lions Health is all about.”
No Lions Health Grand Prix for Good was awarded. Rajesh Mirchandani, Chief Communications Officer, United Nations, explained: “This tells us that doing good is not the preserve of charities or the public sector anymore, companies are embracing the Sustainable Development Goals, and it’s time to think about maybe recalibrating this award so charities and brands embracing social responsibility alike are eligible.”
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