Langland and McCann Health China were both awarded prestigious ‘Best of Show’ honours at the 2013 IPA Best of Health Awards, held last night at Vinopolis in London, UK.
Langland received the ‘Best of Show’ for advertising to healthcare professionals for its Sativex ‘True Cost’ press campaign for Bayer. The campaign powerfully depicts multiple sclerosis (MS) patients needing assistance to complete everyday tasks, demonstrating the loss of independence for people with the condition.
McCann Health China was awarded ‘Best of Show’ for advertising to consumers for its ‘Blood Can Do More’ campaign for the Shanghai Blood Administration Office. The campaign was entered into the Integrated Idea category and used print, social, experiential and interactive activities to encourage blood donations, with a traditional Chinese paper-cut design used to depict how important each drop of blood is.
Both campaigns have been recognised for outstanding work by other global advertising awards this year.
Gold Awards at this year’s ceremony also went to: Publicis Life Brands Resolute for its ‘Boards’ campaign for The Passage (London’s largest day-centre charity for homeless people); 23Red, M&C Saatchi, Freud, MEC and M4C for their ‘Be Food Smart’, Change4Life for Public Health England campaigns; and McCann Health Sydney for ‘We never stop thinking…’.
Chairman of judges, Leon Jaume, executive creative director at WCRS, said: “It’s clear that creativity is at the heart of great healthcare advertising and there is some great creativity in this year’s Best of Health awards to celebrate.
“Congratulations to the five Gold, 22 Silver and 59 Bronze Award winners. In today’s cluttered media landscape, our need to cut through is ever more essential but increasingly difficult. In a sector as heavily regulated as this one, a hard task is rendered herculean.”
Convenor of judges, Jon Watson, group creative director at Ogilvy HealthWorld, said: “We were really impressed with the quality of the winning work in this year’s Awards and selecting the winners was a tough call. Particular praise should go to the ‘Best of Shows’, which demonstrate that healthcare creativity is alive and well, and how vital it truly is in helping to successfully communicate important healthcare messages.”
The Best of Health Awards showcase and reward the best in creativity in healthcare across all media.
Special Prizes were awarded for Young Talent and Best Use of Photography, Copywriting, Illustration, and Art Direction.