Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.

1. CONFERENCE NOTES
FIRST-ANNUAL LIONS HEALTH FESTIVAL

2. Executive Summary | Creatives and speakers from around the world
celebrated what we’ve accomplished and challenged us to do even more
Cannes Lions is the world's biggest celebration of creativity in
communications. For 60 years it’s been home to the biggest
ideas changing how brands interact with customers. This year,
it turned its attention to health. 800 people from 50 countries
gathered to share, judge and celebrate the life-changing
creativity of the world’s best healthcare agencies. Inside,
you’ll find a quick-scan summary of the conference’s
content, including short stories, memorable quotes, great
creative, and even a few share-worthy tweets.

3. Great marketing has more than a
message – it has utility

4. Make things people want
Instead of making people want things
Duncan Arbour,
inVentiv Europe
Created for an association of
optometrists, Penny is the first bedtime
story that also allows parents to tell
whether their child has a vision issue as
they read to them. This year alone, Penny
is on track to test over half a million
children.
Great example: Bronze-award-winner Penny the Pirate storytime eye test

5. Lift Labs: Empathy-driven design
Dr. John Redmond was inspired
by his grandfather, a dentist
whose career was cut short by
tremors caused by Parkinson’s
Disease. Anyone who uses their
fine motor skills - to, say, put on
makeup, design a layout, or lift a
spoon of soup to your lips - can
imagine what it’s like to lose that
ability to control your hands.
30 million people in the U.S. and
Europe live with essential tremor
caused by Parkinson’s, traumatic
brain energy, etc. It can be
treated with medication, but those
pills aren’t well tolerated because
of side effects and the only other
treatment is brain surgery.
65% of people with essential tremor no
longer eat in restaurants because they
literally shake their food off their utensils.
Lift Labs’ goal was to help those people
regain their dignity and return to restaurants.

6. The shortlist campaigns
inspiring me most are all 'things'.
Beautiful or practical; all smart and life-
changing #LionsHealth #inventivlions
Zoe Healey
@ZoeVH
Mother Book was designed to promote
Kishokai's Bell-Net Obstetrics product to
expectant mothers. A small bump inside book
seems to physically grow as the mothers
themselves grow and turn the pages. The
campaign encourages mothers to write their
personal feelings on the pages and consider
the book a gift to their children.
Great example: Grand-Prix-winner, "Mother Book” by Dentsu Nagoya

7. Unilever: How social marketing helped a
child reach age 5
Wait, before we type
anything else, watch this
video (next page)

8. Unilever: Social good = bottom line
The numbers are big. But they’re not enough.
Samir Singh, global brand vice president at Unilever, explained that 1.7 million children, a
number equivalent to 20 jumbo jets full of children under the age of five crashing every day,
die every year of these conditions. But, those numbers become statistics. Dr, Myriam
Webster, global social mission director, Unilever, said “they remain numbers.” It’s stories that
change minds.
They have both social and business goals.
For Unilever, the Lifebuoy brand and its good work aren’t about charity or one-off PR
opportunities. They’re about changing behaviors to both do good for society and good for the
company. Soap saves lives. Selling more soap builds bottom lines.
20 more children under the age of five have died because of diarrhea
and pneumonia in the time it took you to watch that video

9. Unilever: Marketing that earns change
Unilever already supports the largest public hygiene campaign in the world.
Their ambition is to reach 1 billion people.
To accomplish that, they focus in
on connecting with mothers at
times of high anxiety about
hygiene. Times like back to
school, change of seasons, and
around festivals where people
gather and congregate.
In one powerful example, they
stamped 5 million roti with a
soap washing reminder at
Kumbh Mela 2013 in Allahabad,
India, where a 100 million
visitors pass through.

10. Brand building is evolving by
using stories and big ideas

11. Stengel: Big shifts are changing our
industry
Jim Stengel, CEO of the Jim Stengel Company and former P&G CMO, believes great work
means having a big brand idea, creating a story and telling it, and being the kind of
organization that has something to say.
1. Big Brand Ideas
A single idea people think
about when they think about
your brand, one that’s
rooted in a universal truth, is
authentic to the brand, and
starts with a defined
purpose.
2. Told in great stories
Share stories that are
authentic and rewarding.
Those can be stories that
the brand tells or ones it’s
audience does.
3. By energized teams
Jim believes talent and
organizational energy are
the new competitive
advantage. Creating that
starts with engaging
everyone with a purpose.
Just 13% of employees around the world feel engaged at work today. That’s a
huge gap because companies with higher engagement have 22% higher
profitability. (Gallop)

12. Great example: Sanofi’s Connecting Nurses
Sanofi brought together 14 million
nurses from over 130 countries to
share their ideas on how to bridge
the gaps in healthcare and
resources that happen around the
world.
Sanofi is extending the program to
patient communities next.

13. Dr. Rita Charon is an expert on narrative health. That’s the art of storytelling and
story listening to better comprehend the experiences of the sick and those who
care for them. She’s also a doctor (internist) and a professor of clinical medicine. Rita
believes her work requires creativity and writing. The creative act is not elective in
healthcare.

14. Charon: Invite patients to tell stories
After she asks that question, she stops herself from asking or typing and just listens.
The first patient she did this with told her his grandfather died of kidney disease; his father
died of kidney disease. And, that he was having problems with his son and was worried he
might do something violent.
Then he started crying.
She asked him why he was crying. "No one ever let me do that before," he said.
Healthcare is a place where people can give accounts of self. There are few other places
where that is permitted. Those accounts of self solve two of the big barriers in healthcare:
reduction and isolation. Narratives don’t let us reduce people to their condition (the guy
with arthritis). And they force us to stand on the precipice with them.
“To be your doctor, I need to know a lot about your body and your
health and your life. What do you think I should know?”

15. Artists are not afraid of the
doubt. They mystery of doubt
does not frighten them. They
enter it. Not to solve it, but to
say it, to represent it, so that
the rest of us can experience
it. Narratives let us say it, let
us reflect it, let us embrace
the peril of being alive.
Dr. Rita Charon with a painting from
one of the artists who inspires her:
Mark Rothko

16. Meaningful: Why do we generalize our audience so much? Meaningful
experiences are specific to a niche of people the brand knows well.
Fidelino: Confidence and easy connections
The healthcare brands that elicit a reflexive response very confidently state what they’re
about. They connect very easily with audiences they care about. And, they show it in
everything they do. Their communications are:
Authentic: The greatest brands in the world don’t reject their category, they
embrace it. Embracing the category grounds people and lets the advertising
focus on the nuance.
Immersive experiences: Great brands create a new world and immerse you
in an involving experience. It’s what creates that lasting impression and
ultimately drives choice.

17. Great example: Gold-award-winner Mind
Your Meds
The Medicine Abuse
Project’s goal is to prevent
half a million teens from
abusing medicines by 2017.
It’s a multi-year effort led by
The Partnership at
Drugfree.org. The campaign
aims to help educate
parents, teens and the
public about the dangers of
medicine abuse.

18. “The cool compel us to engage. They ask us to identify
with them and embrace them. And we willing do that.
Healthcare needs cool. We need people to gravitate
toward it. We want people to engage in it.”
- R. John Fidelino, Executive Creative Director, Interbrand Health

19. Technology has created intriguing
new challenges to communicating

20. “Many consumers ask:
Why do websites know more about
my condition than my doctor?”
- Mike Cooper, CEO, PHD Worldwide

21. 3Number of times a marketing message
needs to be shared before its meaning
is degraded by 50%
Curtis Hougland, CEO at Attention

22. We have a paradox of choice.
Sometimes too many choices lead to inferior decisions.
- Katie Erbs, Head of Rich Media, Northern and Central Europe, Google

23. Great example: Silver-award-winner Stryker
GetAroundKnee
The GetAroundKnee campaign was
designed to get “fence sitters” to talk to
their doctors about knee replacement
surgery and the GetAroundKnee—the
only system designed to replace
naturally circular knee motion.
To reach patients, they simplified a
complicated message about the product
and its “single-radius” design by letting
prospective patients know that there are
different kinds of knee replacement
systems, and that the choice they make
ultimately determines the kind of
mobility they enjoy post-surgery.

24. Number of touchpoints the average consumer uses
before making a healthcare decision
24-28
Curtis Hougland, CEO at Attention

25. VIPs: Very Informed Patients
The people who read all the science, follow the news updates,
become arm chair experts, and heavily influence their communities.
Peter Matheson Gay, Creative Director at Weber Shandwick

26. Great example: Gold-award-winner CancerTweets
Cancer is a silent disease, every year millions of people die for ignoring their symptoms. That’s why Cancertweets
was created. Its 7 Twitter accounts represented 7 types of cancer and 'spread out' the virtual cancer throughout
thousands of accounts. Virtual cancer acted as a real cancer: at first, followed silently. Then, started to manifest
subtle; finally expressed its symptoms directly. Those who detected on time, virtual cancer stopped following them.
Those who ignored it, received a final message.

27. We’re on the cusp of even more
innovation

28. We’re on the cusp of so much change.
In how technology is changing medicine, how people are engaging in
their own health, and what new innovations in treatment are available.
- R. John Fidelino, Executive Creative Director, Interbrand Health

29. That data was always there. But the way they looked at it
changed their view of the world, their possibilities.
A life-extending answer found in every-day data
In May of 2008, Leerom Segal, CEO, Klick Health, learned that his father had been
diagnosed with stage 4 pancreatic cancer. The experts said there was nothing they
could do. Second, third, fourth opinions all confirmed it was too late. Then they got a
glimmer of hope from online communities. They found a number of people who had
been posting for a long time… longer than the prognosis should have allowed.
That led them to quickly audit everyone posting in
the communities by the date of their first post.
Only 11 names had been posting for over a year.
The family made an appeal to those 11 and 9
responded by the next morning. Most were on the
same clinical trial.
Using that information, Leerom’s father lived for 3
more years … that was1000 dinners, dozens of
family trips.

30. Great example: Project Re:Brief
“For my
generation that’s
absolutely
science fiction.”
(Video on next click)

31. “Our brains evolved in a world that was
linear and local. We don’t live in that world
anymore. We live in a world that’s global
and exponential.
If you take 30 linear steps, by step 30
you get to 30. But technology evolves
exponentially. You take those same 30
steps, but instead of 1, 2, 3, it goes 2, 4,
8, 16. By step 30, you’re at a billion.
That’s why the phone is your pocket is a
million times smaller, a million times
cheaper, and 1000 times more powerful
than computers that used to take up half a
building.”
- Jason Silva, futurist
Silva: Most of us aren’t thinking big enough

32. “In this world, attention is the new limited resource.
We need a cognitive shift, a way to inspire a
generation to reconceive the possible. We need to
define and extend what it means to be human.”
- Jason Silva, futurist

33. It’s time to marry the greatest challenges of the public sector with the
greatest strengths of the private sector.
The next era of innovation in healthcare starts there.
- Kathy Calvin, CEO, United Nations Foundations

34. Great example: Coca Cola Ekocenter
Ekocenter is Coca Cola’s social enterprise system - and one big example of what the industry
can do. The system is a “downtown in a box.” Completely self-sufficient community centers that
filter water, offer power and connect people to the internet. Coca-cola builds products on top of
those centers, like access to phone charging and wifi. But also bigger services that matter where
people are gathering – like education and healthcare.

35. Are you creative enough to work
in healthcare?

36. I spent a career at Proctor and Gamble, trying
to bring purpose and meaning to soap,
shampoo and toilet paper.
- Jim Stengel on working in this amazing industry.

37. “It is the morning of The Day, full of more seminars, galleries, and then, tonight, the big award
ceremony. But what else is Cannes waking up to?
Perhaps the fact that “Healthcare” is not just a judging category, but a central filter for
everything we do, buy, and eat (the categories found in the regular Cannes Lions show)?
Is it waking up to the potential and privilege of healthcare creativity to truly change lives
versus simply disseminating a differentiating message in a clever way?
As we shake off another night of French cuisine and vin rouge, we have to ask our own selves:
Are we waking up, too?”
Bruce Rooke, GSW, Lions Health judge

38. Students to
Healthcare: No
thanks.
FCB Health recently surveyed 225
advertising students at 30 different colleges
and universities around the country. They
asked those students if they’d consider a
career in healthcare advertising. 202 said
no. The #1 reason why not was they
wouldn’t be able to do good work. It’s a
perception that's echoed by professors and
friends.
What would change their minds? The
majority said they’d only consider it if they
had no other option. But, interestingly, 35, a
small but important number, would consider
it because it’s something they can feel good
about.

39. “Give me a purpose, a person who is
passionate about it, and a process and
we can change the world”
- Lee Clow

40. Great example: Silver-award-winner Cialis
Cialis is an erectile dysfunction medication. These reminder ads from Canada are clever,
creative ways to show the ultimate benefit: more sex! In this ad (video on click) a mother
negotiates a later curfew for her son, much to his confusion. He doesn't realize she’s doing it so
she can have more time to have sex with her husband.

41. We need to raise our expectations
for healthcare advertising

42. This year, there was no Grand Prix awarded
for pharmaceutical marketing. Why: We’ve
got more work to do.
11.5 hours of judging today. My take: most work fails because it aims too low. It is too easily
satisfied just relaying a message, but not wanting to change something, transform an
experience, make something happen.
Thinking big in creative execution starts with thinking big on why you’re doing this execution in
the first place. Customers (and Lions Health judges!) are too bombarded by messages to pay
attention to more of the same. Raise the ambition of your work!
Bruce Rooke, GSW, Lions Health judge

43. Congratulations to
all the 2014 winners!
See creative from all the winners and short
listers at http://www.lions-health.com/
See you in 2015!

44. TALK TO US
To discuss this report live, please contact Leigh Householder
at 614-543-6496 or leigh.householder@gsw-w.com.
• Visit us as GSW-W.com
• Or HealthExperienceProject.com