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The Say Communications Award for Excellence in Communication Through Creative Execution

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Winner

Breaking Depression – A Story of 40 Million Broken Pieces

by Publicis Health for Janssen EMEA


Summary of work

Breaking Depression – A Story of 40 Million Broken Pieces

Breaking Depressionis a European awareness campaign created by Janssen EMEA and Publicis Health to enable the public, with support from HCPs, to better understand and help those with Major Depressive Disorder (MDD).

With no innovation in 30 years, MDD is poorly recognised and understood. Though most people want to help, few feel comfortable broaching the subject due to the associated stigma. By encouraging more conversations, could we help more people feel able to speak up? To cut through, we needed a novel metaphor.

The concept of feeling ‘broken’ is symbolic of MDD and a multidiscipline agency team leveraged the insight behind the ancient Japanese art of kintsugi to create Breaking Depression. Translating as ‘golden joinery’, it involves repairing broken objects with gold lacquer, treating breakage and repair as part of an object’s history, not something to be concealed. Analogous to managing MDD, it respects the cracks, while recognising that the repair is complex and takes time.

We created a high-impact, creative campaign to maximise reach and engagement via social, digital, face-to-face and out-of-home touch points in partnership with HCPs, PAGs and artists to help tell our story, raise awareness and improve understanding.

Judges' comments

Just a beautiful, articulate, thought provoking campaign that absolutely highlights the impact depression can have on someone. A clear winner from Public Health and Janssen – well done!


Finalists

A Unique Bond - by Burson Cohn Wolfe for Boehringer Ingelheim

Stories That Never Stand Still - by Edelman for Takeda

Let’s Talk More - by Havas Just:: for Campaign To End Loneliness

Emma, Work Colleague of the Future - by Virgo Health for Fellowes


Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
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Tel: +44 (0)1372 414200

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Debbie Tuesley
dtuesley@pmlive.com
Tel: +44 (0)1372 414243

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