1. #CANNESDO THE RIGHT ATTITUDE WINS

2. #CANNESDO
THE RIGHT ATTITUDE WINS
3rd Annual
LIONS HEALTH FESTIVAL
Conference Highlights

3. 3
Back From Cannes With
A TASTE OF CREATIVITY
What an incredible 3 days in Cannes. Creative leaders and speakers from around
the world celebrated what we’ve accomplished as healthcare marketers and
challenged us to do even more.
This is the world's biggest celebration of creativity in communications. And, this
year did not disappoint. Life-changing creativity was on display in the awarded
work, the big ideas, and discussed during endless conversations with colleagues
and friends.
We wanted to bring the best of it back to you. On the following pages, you’ll find a
quick-scan summary of the best of the event’s content, including short stories,
memorable quotes, great creative, and even a few share-worthy tweets. It’s not a
formal presentation, it’s more of a taste of our favorite things. Dig in! It’s all very
#CannesDo.
Cheers!
-Your inVentiv Health Team
Andreas Reinbolz I Dave Sonderman I Eleanor Petigrow I Erik Slangerup I Jeanine O'Kane I
Kim Johnson I Leigh Householder I Michael Austin I Nick Capanear I Richard Rayment I
Susan Perlbachs I Travis Rooke

4. 4
Pfizer and Merck Took On the Challenge of Ageism
They agreed: Let’s all
embrace our birthdays!

5. 5
Pfizer showed people in two sets of portraits: The first, showed smiling
people in their 30s; the second showed, smiling people in their 70s. They
asked participants to describe them. The first group was described as
happy. The second was described as old. Just old.

6. 6
Ageism Might Be
Advertisers’ Fault:
“In the 1950s, a bunch of advertising
guys got together on Madison Avenue
and decided that what they were trying to
do is sell products to younger people
because then they’ll buy them for their
whole life … And what happened in a
strange quirk of fate is youth became
celebrated by society in a way it never
had been before … it became
fashionable to be young and stupid.”
- Comedian Craig Ferguson

7. 7
Pfizer’s Take: Get Old
Pfizer believes healthcare is the industry best
positioned to change the culture of ageism. It’s the
one category that’s showing aging in a way that’s
both realistic and aspirational. And, our products are
somewhat responsible for those longer lives-
contributing up to three-fourths of the increases in
longevity over recent decades.
They’re investing their efforts on social media where
8 out of 10 people who are ages 50+ spend
significant time.
Pfizer’s ‘Get Old’ website features a section called
“Oldspiratation” that provides quick, fun, and
intriguing quotes on a variety of topics to change up
the conversation about getting old. Its #FOGO (Fear
of Getting Old) hashtag collects advice,
infographics, and personal experiences. The FOGO
quiz lets you know just how much of all that good
stuff you personally need. The Life Forecast lets you
know what to expect. The program’s latest extension
on indiegogo sponsors and promotes crowd-
sourced ideas to promote health and wellness as we
get older.

8. 8
One Yale study showed a 300% rate of
cognitive decline for patients who hold
negative stereotypes about aging.
That includes physiological changes
in the brain connected to negative
stereotypes.
- =
3x
Reference: 1. Data on file.

9. 9
Merck’s Bet: Get
Ready To Be 100
Ask a room at Lions Health: Who believes they’ll live
to 80 years old? 90? And the hands dart up around
the room. Few hands remained held high at the big
round benchmark of 100 years, but Atilla Cansun
from Merck Consumer Health believes we should all
go for it.
In some regions around the world, life expectancy is
already in the 90s and growing. A newborn in
Europe today is projected to live 107-110 years.
What happens when we do?
Cansun says that 50, on average, is the last
birthday people look forward to. From there, the
expectation changes. People wonder where they fit
in, what they have to look forward to, and even
where they will work. Eighty percent of people, for
example, think they have a lower chance of finding a
job when they are 50+ than when they are younger.
Ninety-five percent think they will not be supported
by the government to participate in society after
retirement.

10. 10
We100: For a
New Era of Aging
We100 is Merck’s open-source program that
partners with young and old and like-minded
organizations can join as well. Fifteen specific
projects have already been identified and Merck is
starting with funding and roll-out for four:
• Health education for young people focused on
living long, healthy lives
• Volunteer programs designed to bring
generations together
• Co-creating new living models with architecture
students that focus on lasting independence
• Job search and sourcing platforms for people
over 50
The first program, Healthy Hour Education, is
starting in Africa, where the life expectancy has
catchup to do and the government is open to co-
creating content for schools. The program will focus
on longer-life topics like skin care, obesity, diabetes,
cognitive development, and bone health.

11. 11
From the Lions Shortlist: UnitedHealthcare
Brings Healthcare Home
Healthcare is typically full of a lot of finger
pointing and blame. You did that, so now you
must do this. For healthcare consumers, every
interaction can feel like a giant penalty box.
But when the hero of UnitedHealthcare’s latest
spot stretches out his pointed finger, things get
a lot more fun. As the opening chords of “(I’ve
Had) The Time of My Life” start to play, the
couple decides to recreate the famous scene
from Dirty Dancing.
The results are predictable: crash landing! But
the commercial is anything but. As the couple
finds their way into the “complex healthcare
system,” the spot keeps every moment of it
delightfully human.

12. 12
From the Lions Shortlist: #HaveTheBalls
Breaks the Silence Around Testicular Cancer
They’re calling it a “ballsy” new tagline, of
course. The spots featuring talking testes were
created by the Cancer Association of South
Africa (CANSA) to get people comfortable
talking about testicular cancer and how to do
self-exams to catch it early.
One in every 27 South African men has
a lifetime risk of being diagnosed with
testicular cancer; yet most men still feel
uncomfortable talking about health
issues related to their testes.

13. 13
From the Lions Shortlist: X-Ray Casts Teach
Kids About Bone Health
The Anchor X-Ray Cast is a super tough
decal for kids’ broken-bone casts. It shows
their actual x-ray and has a bar code that
can be scanned in supermarkets, enabling
them to get free Anchor Calci+ milk while
they heal.
All kids have to do to turn a cast into an
X-Ray Cast is upload their x-ray file and fill
in the form. Bespoke vinyl stickers of the
actual x-ray are then created and posted
back.

14. 14
AstraZeneca Is Making Three Big Moves in Patient Support
One page each. Ready? Go….

15. 15
#1 Project Turnout
The team lived in Galesburg, Illinois, for 6 months,
to uncover the stories behind the stories and to
understand what the real health challenges are in a
typical American town. They road-tripped over 4000
miles to 17 different cities before settling on
Galesburg, a city of 35,000 people, 250 miles
southwest of Chicago. In many ways it’s a typical
American city, devastated by globalization, and
struggling to reinvent itself.
As Hugo Manassei, DigitasLBi, and Elizabeth Egan,
Global Digital Strategy & Innovation at AstraZeneca,
introduced the people they met there, we heard
familiar stories about good intentions, distractions
and tradeoffs. A healthy life is not very important to
people, they told us, but leading a good life is. What
we value has more to do with family and finance
than it does with health.
They co-created a new type of hyper-local health
service system with the community. It’s a project that
they’re working on with community members, and
the Clinton Foundation to roll out soon.

16. 16
Insight from Turnout: People who struggle with diabetes need to learn how
to taste, not how to eat.

17. 17
#2 LVNG With
After years of work in lung cancer treatments,
AstraZeneca was left with a troubling question:
Lung cancer is one of the deadliest diseases as well
as lonely, isolating, and debilitating. People assume
it’s a smoker’s disease; that it is the patient’s fault.
Many people won’t even tell close friends or
relatives that they have lung cancer, because they
don’t want the stigma.
AZ decided they had an important role to play in
embracing survivors as people, not patients. Their
LVNG With program creates community with a full
system of education, resources, and, more
importantly, the support and validation of other
survivors.
What is the point of
developing treatments for a
quality of life not worth living?

18. 18
#3 Day By Day
The team also traveled across America to spend
time with 75 heart attack patients and their
caregivers. They knew that 40% of people who have
had a heart attack do not fill their prescriptions, and
they wanted to co-design a service to help people
be more successful post-heart attack.
AZ worked with patients and cardiologists to give
heart attack survivors a coach to go home with. The
solution, called Day By Day, is an app and resource
center that’s full of personally tailored content. Users
start by selecting a personal coach who will become
their 1:1 contact and help customize their
experience.
The results are impressive to say the least:
• An average of 40 interactions per user per week
• 64% of users started a new exercise routine
• 43% increase in medication adherence

19. 19
#CannesDO

20. 20
From the Lions Shortlist: World Down
Syndrome Day Asks, How Do You See Me?
A charity has marked World Down Syndrome Day with a video depicting the life of a woman
with the condition, and calling on viewers to question their attitudes. Entitled “How Do You See
Me?” The video shows a young woman played by able-bodied actress Oliva Wilde spending
time with her family, watching TV with her partner, laughing, dancing, and crying. “That’s how I
see myself,” she says. “How do you see me?”

21. 21
From the Lions Shortlist: Nurses Interrupt a
Nation’s Approach to Palliative Care
Indian Association of Palliative Care
discovered that Indian doctors were so
focused on keeping people alive that they
often suffered long declines alone. In fact,
the people most likely to hear patients’ last
words were their nurses, not their families.
The association gathered “last words” from
200 nurses to start a new conversation
about what kind of last days people really
want.
www.lastwords.in

22. 22
From the Lions Shortlist: Salix Shows There’s
No Going Back
HE steals from people bit by bit. Every new bit of damage is permanent. Most doctors don’t
realize the loss is fixed and wait too long to treat. The Xifaxan campaign brought doctors face to
face with untreated HE. As a doctor scrolls, the patient disintegrates and they’re blocked from
scrolling back by a pop-up that says the damage is irreversible.

23. 23
Change something. Whether
it’s a form or a trial or a
pronoun.
- Ed Lang, Senior Director and founding sponsor of
The Lung Cancer Project at Genetech

24. 24
Breaking Bias in Healthcare Experience
Who is your gynecologist? When was your last period? Those are questions that no woman
would be surprised to hear from her doctor, but they’re also the standard screener for people
diagnosed with breast cancer. If you’re a man diagnosed with breast cancer, the answers to
those questions just don’t exist. And being asked only adds to the pain and discomfort of the
diagnosis.
More men than women are dying
of breast cancer
Younger women are 2x more likely
to die of a heart attack than
younger men
HIV/AIDS is the leading cause of
death among women of
reproductive age
Nearly two-thirdsof the 450 people
living with a mental health disorder
never seek treatment

25. 25
Breaking Bias in Healthcare Experience, continued
Alan M. Blassberg, Director, Producer of Pink & Blue: Colors of Hereditary Cancer; Ed Lang,
Senior Director and founding sponsor of The Lung Cancer Project at Genetech; and Laura
Schoen, President of Global Health at Weber Shandwick, took the stage at Lions Health to
talk about bias: The underlying beliefs that lead us to treat people unfairly in healthcare
(and everywhere else).
In Blassberg’s documentary, the stories of gender bias in hereditary cancer are
heartbreaking. As one man says, “I have breast cancer like you have breast cancer.” It
should be as simple as that.
One example: 50-60% of people diagnosed with lung cancer
aren’t smokers.
Very few are told to fight. Instead, they’re told to go home and
be with their families. They’re left feeling like it’s their fault.
That’s why Genentech funded the Lung Cancer Project.
The project built on a test that can determine people’s
unconscious bias. You can see the mass results of the test and
their vision for the future at
http://www.thelungcancerproject.org/

26. 26
Top 5 Clues Healthcare Marketing is Social Marketing
Organ donation: The NHS is partnering with Tinder, a social network more famous for finding a
date that for public health topics, in order to create awareness of the importance of organ
donations. Tinder executive strategist Agnes Gomes-Koizumi expects this to not only to help the
NHS, “We have to think about our brand equity.”
1
2
Selling condoms (technically a medical device): Jeyan Heper, President at Ansell and head of
the global condom brand SKYN, stopped generating content himself. His campaigns build the
framework for users and customers to create their own perspective, thus creating 12.5 million
interactions in 7 markets and increasing market share by 20%.
3
Polio eradication: Seventeen infections have been recorded globally last year, and the only way
to finally eradicate the disease is groundwork under life-threatening conditions. The solution for
UNICEF speaker Sherine Guirguis is communication, in a very personal and direct way. Creating
trust, she said, is based on single interactions with families, one by one.
4
Science communications: Hashem Al-Ghaili, Facebook science film-maker, breaks the rule of
showcasing people in order to create emotions. On his Facebook page has generated 10 million
views for topics like “cleaning dental cavities.” His hint: “Show technology people are interested
in” and generate millions of views.
5
Advocacy and support: “You’re accepted” uses a Facebook app to support young
homosexuals. They have reached 67% of their audience and generated 1.1 million messages of
support and counting. In Singapore, Oogachaga uses Snapchat as a successful way to answer
questions no one dares to ask–the answer vanishes within 3 seconds.

27. 27
#CannesDO

28. 28
From the Lions Shortlist: “Who the F*ck Wants
Pepto on Twitter?” (That’s a quote, so, it’s ok.)
In 2015, HBO launched a new show called
Happyish and one of the stars asked, “Who
the F*ck Wants Pepto on Twitter?” Pepto took
advantage of the jab by turning it into a
promotion. During the show’s premier, Pepto
launched a sweepstakes for year-long
subscriptions to Showtime. With one tweet
announcing the offer, Pepto increased its
following by 27%.
More people were sharing
Pepto’s promotion than
talking about the new show.

29. 29
From the Lions Shortlist: Samsung’s
BrainBAND Tackles Concussions
Samsung Electronics Australia recently piloted an innovative piece of wearable technology
designed to facilitate research into concussions that occurred while playing sports.
BrainBAND was developed through Samsung’s Launching People program, an initiative that
brings together two experts from different backgrounds to demonstrate how technology can
investigate and help solve real challenges facing society.

30. 30
From the Lions Shortlist: The Color Alphabet
Translates Experience
Three hundred fifty million people can’t
distinguish colors. It holds them back in work,
life, and travel. ColorADD is the first color
alphabet that uses universal symbols to help
anyone understand and use color.
There’s also a companion app that sees and
translates colors into the universal symbols.
The United Nations
awarded the alphabet for
furthering equality among
millions of people.

31. 31
“I thought I was going to have to make a Super Bowl spot to get to make a
movie. But, the movie I made got a Super Bowl spot and will hopefully
help me make cool commercials.” - Dan Trachtenberg, 10 Cloverfield Lane Director

32. 32
Want to Fake
Something? Call
Cannes Headliner
Alison Jackson
She’s a contemporary artist who
explores the cult world of celebrity
we all live in. Her convincingly
realistic work uses lookalikes of
celebrities doing things in private
and raises questions about just
what we can believe in a world
intermediated by cameras.
In her artwork, whoever you
think is it, is not who it really is.
See her recent work for the Body
Shop on YouTube:
https://www.youtube.com/watch?v
=47D1tMVDikk

33. 33
From the Lions Shortlist: Teva’s Parkinsounds
Uses Music for Clinical Impact
Parkinsons is more than trembling hands. Medicine and
surgery can improve many systems, but not gait. Scientific
evidence shows auditory stimulation—including music—
might help.
Teva and Spotify help users find their ideal pace by
automatically selecting songs that match that beat from any
playlist to help steps get bigger and safer.
Three benefits:
• Provides rhythm for step control
• Creates new neural connections
• Produces dopamine for motor control

34. 34
From the Lions Shortlist: Philips Helps People
with Breathing Problems Sing
Can people with severe breathing problems
lead a more fulfilling life? Philips believes they
can. In one remarkable story, the brand helped
18 people defy the odds to discover a new
sense of independence and freedom through
singing.
The respiratory muscles could
be exercised by singing–
that’s only going to improve
their capacity.”
— Prof. Sairam Parthasarathy, MD
University of Arizona

35. 35
From the Lions Shortlist: First Aid Spot Strikes
an Incredibly Emotional Cord
A Red Cross promotion for first aid classes
had the entire Cannes audience rapt. A little
boy with a deadpan voice describes the
drowning accident he’s about to have. His
mother stares on with increasing terror.
The closing remarks remind us to be prepared
with this chilling takeaway:
“Even if an accident
warned you, you wouldn’t
know what to do.”

36. 36
Abbvie Is Taking Four Big Actions for Patients
One page each. Ready? Go….

37. 37
#1 Don’t Turn Your
Back On It
What if it felt like you had an elephant sitting on your
back every day of the week? That was a question
eventually asked by Abbvie’s Don’t Turn Your Back
On It campaign; but it was originally asked by
hundreds of people living with chronic back pain.
Abbvie used social listening to hear the experiences
of 120,000 patients across Europe. Patients found it
very difficult to describe back pain– despite how
common it is. But one of the commonalities they
heard was the intensity: It felt like an elephant sitting
on my back.
The Don’t Turn Your Back On It program brings
useful education to back pain suffers and shows
them how connect with the help they need. It’s now
been rolled out across 28 markets where millions of
people interact with the content. The results show
that roughly 30% of users have engaged with key
content and 1 out of 10 have actively sought help
from a physician.

38. 38
#2 Health Beacon
Ryan Quigley, Vice President of Immunology, Global
Marketing, asked:
Most patients who self-inject throw away syringes
and injectors every day. Abbvie’s HealthBeacon
gives them a better place to put them. It’s a simple
container that lets patients drop auto injectors in
after each use. It uses a camera to track the time
that the injection was taken and transfers that
information back to the healthcare system.
That feedback loop was critical for Abbvie, because
their drug is only administered every 2 weeks and
compliance within the optimum window of treatment
was very low. The Beacon bumped optimum
compliance to 76% and also boasted a patient
acceptance rate of 93%.
“What if medical waste could be
converted into a powerful tool to
improve patient outcomes?”

39. 39
“People never really understand the patient journey. We can draw a
step 1, step 2, step 3 journey, but it doesn’t give you the real insight.”
- Ryan Quigley, Vice President of Immunology, Global Marketing, Abbvie

40. 40
#3 Perspectives Art
Abbvie wanted to unlock more about the experience
of living with auto-immune disease.
They invited 200 patients and an equal number of
artists to join a program called Perspectives.
Patients sat with artists and visualized the
experience of autoimmune disease.
Over 230 pieces of artwork were created. The one
pictured to the left is Quigley’s favorite. It’s full of
meaning, from the steel that should be protecting
the body to the way that material is wearing away,
showing the burden of Chron’s disease.
Abbvie brought these pieces of art to international
symposiums. Physicians who treat the diseases
every day, understood the experience in new ways.
Patients and loved ones felt heard, and external
stakeholders (such as legislators) participated in
new ways.

41. 41
#4 HS Online
Abbvie also supports people living with a painful
chronic skin disease called HS (Hidradenitis
Suppurativa). The effected skin looks like an open
wound and is very difficult to treat. Most patients
have had over 80 surgeries to try to treat the
disease. Obviously, it impacts daily lives, making
simple things like getting dressed difficult.
The disease is relatively uncommon and few doctors
have experience treating it. Abbvie knew these were
patients in need of community, so they looked to see
what existed. They found one – that’s 1 – Facebook
page with 30-40 connections. They decided to seed
community inside Abbvie. They found 60 patients
visit and spent several days building relationships
with their leadership.
The action they decided to take was building HS
Online, a digital community for patients. It’s been
rolled out in 40 different markets and is trending
toward 250,000 people connected. In addition to
connecting people with each other, HS Online is
also helping teach people how to navigate the
healthcare system and act as an advocate for the
right treatment for this uncommon disease.

42. 42
Top 5 Favorite #CannesDo Tweets
@PalioAdAgency Music is a healing modality. Changes your immune and
endocrine system. #cannesdo #musicheals
1
2
@reinbolz Snapchat, Facebook, Tinder: Social Media is becoming the
core of engagement in healthcare. #LionsHealth #CannesDo
https://lnkd.in/e7ZCRem
3 @dsonderman Clients who want great work get it. Here and everywhere.
@Lions_Health #speakpeople #CannesDo
4
@alyssachorton Calling all Lions! Share your #CannesDo &
#CannesDont moments on Twitter w/ @inVentivPR #LionsHealth
#CannesLions https://bit.ly/1UY3YSO
5 @leighhouse "1/2 of pet owners are more willing to spend on their pet’s
health than their own" - Elizabeth Egan #LionsHealth #CannesDont

43. 43
From the Lions Shortlist: Sea Hero Quest
Uses Gaming to Understand Dementia
This pioneering project lets any one of the
thousands of people who try the free Sea Hero
Quest game to play their own part in an
innovative piece of dementia science. Playing
the game will help our scientists understand in
detail how our brains navigate space, and help
to build the largest crowd-sourced database
on human spatial navigation.
Playing for just a couple of
minutes provides what would
normally take scientists hours to
achieve in conventional study
recruitment.

44. 44
From the Lions Shortlist: Bayer Makes
Women’s Health Easier to Talk About
An over-the-counter medication available from
any local pharmacist in Hong Kong is an easy
and effective solution for yeast infections.
Yet Chinese women are embarrassed to
discuss the topic with anyone, let alone to
mention it to a pharmacist in a public area.
The brand decided to clear this big cultural
hurdle by leveraging an even bigger pop culture
trend. Women in Hong Kong make no secret of
their K-pop and K-drama obsession. So the
brand developed a code word by twisting the
word for yeast infection, ‘Yum Tou-Yim’ (陰道炎),
into a hunky Korean-sounding name, ‘Kum Tou-
Yin’ (金道賢), to pique interest, make people
smile, and to eliminate the discomfort about
saying the word out loud. They cued
pharmacists into the code word, too.

45. 45
From the Lions Shortlist: Remedies for the
Soul Helps Koreans Improve Mental Health
The Seoul Foundation for Arts and Culture wanted
to make mental health easier for people to learn
about.
It created vending machines that let people learn
about their symptoms and buy OTC solutions. It
also launched screeners and self-tests to be used
by yourself or with a healthcare professional.
30,000 people took the
self-test for depression.

46. 46
Tinder Is For Way More Than Dating
Today, users turn to the platform to find friends, meet people, and make plans. With a
swipe, they start the process of finding internships and jobs, connecting with locals or
getting recommendations, and even registering to vote. Agnes Gomes-Koizumi, Strategic
Communications Executive at Tinder, shared a few of her favorites.
Jason Derulo launched his Want
To Want Me video on Tinder.
Derulo’s profile card was in the first
few swipes for users. People who
swiped right received exclusive
access to the video and a link to be
among the first to buy it on iTunes.
Deadpool launched there, too.
People who swiped right received
a message from the character and
a link to buy movie tickets. It
earned half a million Tweets for
excited fans.

47. 47
Swipe Right to Save a Life
The National Health Service (NHS) was among the first to use Tinder for a healthcare
issue. Their challenge: Increase the number of new organ donors. Ceri Rose, Assistant
Director of Digital & Marketing at NHS Blood and Transplant, took us into the experience:
To be efficient, she needed to engage people in a place where they were already
spending time and ideally deliver on an audacious goal of increasing donor registration to
50% of UK residents.
To do that, the NHS and Tinder teamed up to show
people what it would feel like to wait for a match. It’s a
numbers game, Rose explained. To place a donated
organ, you need both a blood and tissue match. Of the
one million people who die every year in the UK, only
5000 are the right donor at the right time.
The partners built profiles featuring a soap opera star,
an Olympian, and more to earn those right swipes and
get a chance to talk to people about the critical issue
of becoming a donor. Thousands of people made the
swipe. The campaign earned 24.6 million organic
impressions, more than 5000 social conversations,
and 1000 new donors in just the first few hours.
Overall organ donor signup was up 92% from the
previous year. Quite a match.

48. 48
From the Lions Shortlist: Otsuka Shows How
Mental Health Really Connects
Many diseases of the brain, from bipolar
to epilepsy, are malfunctions of
neurotransmission. A study said only 6%
of people know that fact. To increase
awareness of the real causes of
diseases of the brain and reduce
prejudices, Otsuka created an
interactive illustration of the
neuroconnectors of the brain in a
notebook and pen set.
Silver nano particle ink that conducts
electricity was used in the pen. When
people draw lines between key points in
the book, it closes the circuits and lights
up the area. Eventually the lines come
together to light up the full set of
neurconnectors in the brain.

49. 49
From the Lions Shortlist: Valspar Gave Color
to the Colorblind
Through a partnership with EnChroma, a
manufacturer of color blindness
correcting glasses, Valspar is gifting this
special eyewear to a number of colorblind
individuals while raising awareness about
color's impact on our lives.
The #ColorForAll initiative is anchored by
a short documentary titled Color for the
Colorblind, that shares personal stories
from four colorblind individuals and their
reactions to experiencing color for the
first time. The film can be viewed at
ValsparColorForAll.com.
Reference: 1. Data on file.

50. 50

51. 51
GSW and inVentiv tackled a powerful subject in healthcare:
The Art and Science of Empathy
Reference: 1. Data on file.

52. 52
It All Starts Here
Dave Sonderman, Chief Creative Officer at GSW,
kicked off the talk with the challenge: Creativity is
hard work and understanding what really motivates
people is even tougher. But when we get it right, the
stories and experiences created are more poignant
and more powerful. They’re the kind of life-changing
creativity we talked about at Cannes.
In other industries it’s a lot easier to get a gut-level
sense of how people feel about products and
services. Customers can take a taste test, a test
drive, or just play with a product.
In healthcare that empathy is more elusive. In
chronic pain, diabetes, fractures, etc., the
experience, pain and disease are incredibly
individual experiences we struggle to
understand.
In healthcare, we can’t try it on. We can’t give
ourselves high blood pressure, heartburn or
depression. We can’t try a disease on like a new
shirt. Or taste test the latest anti-psychotic drug.
Empathy has to stand in that gap.

53. 53
The Science:
Empathy Is Biologic
Sonderman introduced Dr. Helen Riess, Associate
Clinical Professor of Psychiatry at Harvard Medical
School, to talk about the science.
Riess was able to show skin conduction studies that
scanned patients’ biologic responses to interactions
with doctors who had high and low levels of
empathy. Other studies showed that better patient-
physician relationships improved patients’
adherence, as well as how they clinically feel and
respond to treatment.
She used that knowledge to create a 3-hour training
to educate physicians on how “to do” empathy. The
program teaches facial-recognition decoding (is it
fear? disgust? surprise?) so that doctors can better
respond to those critical cues. It also helps doctors
see the vulnerable person behind a challenging
behavior and new strategies to deliver bad news.

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The Art:
Empathy Is Experience
Riess brought up Jane Gauntlett, Artist and Founder
of the In My Shoes Project, to talk about the art.
Gauntlett helps people inhabit someone else’s
experiences for a few minutes and walk a few steps,
or a mile, in another’s shoes. Her goal is to create
empathy between people. The program, no surprise,
is called “In My Shoes.”
Most of the experiences she shares are others’. But
one is her own. She created it with film and
immersive media to better cross the empathy gap
and effectively communicate with doctors, family,
and friends.
It started on February 3, 2007. Her friend was
moving out. She said goodbye and jumped on her
bike. That was the last moment of that month she
remembers. Around her, paramedics, surgeries,
family called in to say goodbye.
Gauntlett lives with a traumatic brain injury. To meet
her, you would never guess; but one person at a
time, she lets people see her whole life, introducing
them through her own “In My Shoes” story.

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From the Lions Shortlist: Pradaxa Fish Stand
Out In a Sea of Men
Pradaxa’s “Red Fish” spot stands out in a
category of ads that largely feature lifestyle
spots with both famous and everyday men.
Those fish are working hard for the brand with
a combination of both disease state education
and brand story in one friendly spot.
"The truth is many patients don't understand
AFib," Denise Strauss, VP of cardiovascular
marketing at Boehringer, told
FiercePharmaMarketing, adding, "The fish are
able to (convey the message) in a warm,
approachable, and familiar way that really
resonates with patients because they're so
unique and memorable, and more than
anything else, they're informational.”
2016 Best Consumer
Campaign, MedAd News

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From the Lions Shortlist: RegisterMe.Org
Shows the Real Impact
Our entire on-site team had
a strong response to this
simple print ad from
RegisterMe. It shows the
impact that a single organ
donor can have on all the
people her gift ultimately
touches.

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From the Lions Shortlist: Pearson’s Project
Literacy Goes Beyond Words
Pearson has long been invested in literacy. In
its newest Alphabet Project it extends that
commitment to the critical issues of health
literacy. If we teach people everywhere to read
and write, Pearson says, we can better protect
the most vulnerable people from disease, drug
abuse, and exploitation.
projectliteracy.com/abc

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From the Lions Shortlist: French Supermarket
Helps Shoppers Detox From Sugar
Intermarche is doing its part to help reduce
France's sugar intake with an innovative
packaging design. A six-pack of chocolate
desserts branded "Sugar Detox" contains the
same recipe with decreasing amounts of
sugar; by the time you reach number six, it
contains 50% less sugar.
In a taste test, people found
the first cup too sweet to eat
after working down to the
lowest-sugar serving.

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“We are in a position for the first time of bending the arc of major
diseases and the first to fall to the axe of science will be cancer.”
- Ronald A. DePinho, MD, President of The University of Texas MD Anderson Cancer Center

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MD Anderson’s Moonshot: Beating Cancer
Dr. Ronald DePinho believes the next 5 to 15 years will be historic. And, they have to be;
because we’ve essentially doubled life expectancy worldwide in the last 70 years and the
single biggest risk for cancer is aging. Today, the lifetime risk is 1:2 for men; 1:3 for
women. It will touch all of us.
. The advances we’ve
seen in the last year have
been the biggest in the
last 50. Immuno-therapy
reawakens immune
systems that have been
asleep at the wheel. It
produces Lazurus results
for people with cancer.
The Moon Shot program wants to go further.
And it started with a simple question: Is there
knowledge today that, if applied, would change
the treatment for cancer? The answer is, of
course, yes. But it’s going to take resources to
do it.
MD Anderson launched 165 immuno-therapy
trials last year. If they had the money, they
would have launched 500 more. “Ideas aren’t
limited right now. It’s the resources,” DePinho
said.
For its Moonshot Program, MD Anderson is
bringing 2000 people and $600+ billions of
dollars to the fight. Vice President Joe
Biden is giving it even more national reach.

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“There’s a 7-year knowledge gap between a community oncologist and
an academic oncologist.”
- Ronald A. DePinho, MD, President of The University of Texas MD Anderson Cancer Center

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Eight Rules for Med Comms and Science Videos
Hashem Al-Ghaili studied molecular biotechnology, but left the lab to create films. He is
now one of the most followed scientific filmmakers in social media. He garnered 2.5
million followers in just 10 months on Facebook and has collected 2 billion organic views
across networks. He gave us all his secrets at Cannes.
Content Quality
Of course it all starts here.
Language Simplicity
“You don’t just have scientists on Facebook,
you have farmers, too.”
Visual presentation.
Even if people don’t share a language or
turn on the sound, they can still understand.
Music and Sound
It stands between your content and the mute
button.
Shareability
That compelling collision of all of the above.
Length
Showcasing (50 seconds to 1:30) and mini
documentaries (3 to 5 minutes).
xxx
Media Customization
Every platform has a different audience and
a different culture.
Partnerships
Working with like-minded organizations can
rapidly expand your audience.

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Oh! And There Was a Hackathon, Too!
Sharon James, the global head of R&D at RB, laid out a challenge for scientists,
marketers, researchers, and creatives; Create ideas that foster healthier lives and
happier homes. In 24 hours. Their focus: pollution. It’s the #1 killer in the world, taking the
lives of 7 million people each year. RB wants ideas for new products that will reduce the
impact of air pollution on children in India. Here’s what they came up with:
Team 1: Airbrush It
A photocatalytic paint to
capture PM2.5 air
pollutants on the outside
of buildings and hold it
there until the next rain
washes it away. To
advance the technology,
the team recommends
mimicking the properties
of the silver birch leaf to
capture pollutants in new
ways.
Team 2: Kazoo
They call the idea the
Sound of Healthy Lungs.
Its inception is scientific:
Improve the lungs with an
incentive spirometer to
increase volume and
circulation to avoid lung
damage. But, it looks like:
fun! Or, really a bright
yellow kazoo that
operates on inhalation
instead of exhalation.
Team 3: Choti Saans
That means little breaths.
It’s just for vulnerable 0-2
year olds. It looks like a
pacifier and it includes air
filters for breathing
through the mouth or
nose. It can be easily
used during the ~18
hours/day baby is
sleeping.
[Presented by our own
Travis Rooke]

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So long for now…
That’s a wrap from Lions Health
2016. Catch up on the tweets at
#CannesDo and #LionsHealth
Reach out to
CannesDo@inventivhealth.com if
you’re interested in scheduling a
post-Cannes presentation to see
how all the life-changing creativity
can become brand-changing
creativity.
inVentivhealth.com/CannesDo