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Leading the Edutainment Revolution

By: Celgene
With support from: Bedrock Healthcare Communications

Summary of work

With the rise of social media competing for everyone’s attention, the health industry currently finds itself in an increasingly fast-paced and competitive environment. This heightens the need for the industry to engage with its audiences in innovative and effective ways.

Film is the perfect medium to widen the reach of healthcare campaigns, deliver complex and emotional healthcare messages, and to grab people’s interest and keep it.

Bedrock’s pioneering, multi-award-winning film, In Memory, showed how ‘edutainment’ allows important disease messages to be heard, understood and, most importantly, remembered. In Memory also proved the concept and potential of edutainment by reaching an online audience of over 200,000 with a very low budget social media campaign.

Inspired by In Memory, and based on patient insights from an equally innovative video ethnography project, a forward-thinking client commissioned Bedrock to create Millefeuille. This story of hope illustrates the physical and mental struggles associated with psoriasis and psoriatic arthritis.

Bedrock’s innovative edutainment approach engages more difficult-to-reach audiences in a way that cuts through the competition. Short feature films, such as In Memory and Millefeuille, are the future of healthcare communications, and Bedrock will continue leading the way in this edutainment revolution.

Judges' comments

Celgene and Bedrock demonstrated a creative approach to patient education using the small film format. It was a very engaging, impactful approach which gives a unique perspective to doctors, patients and others within the health industry.


COPD Crowdshaped: Advancing Ideation in the Pharmaceutical Sector - By: Novartis Pharmaceuticals
With support from: Health Unlimited


Leading the Edutainment Revolution - By: Celgene
With support from: Bedrock Healthcare Communications

Virtual Valve - By: Edwards Lifesciences
With support from: emotive

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022