Campaign India Team
Jun 06, 2016

Cannes Contenders: Medulla Healthcare Communications

Believe your entry deserves a Lion? Send us the work and the case

Cannes Contenders: Medulla Healthcare Communications
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before? Too little. It's up to us to help them get acquainted with the good work prior.     While we do that through the year, this Riviera season we have decided to go the extra mile to celebrate the contenders.    
We present here entries from Indian / South Asian agencies that their creators believe will be in contention for Lions at the 2016 International Festival of Creativity, Cannes.  
The agency which made the Lions Health leaderboard last year, would be hoping to repeat its performance. Three of the agency’s ‘projects of love’ are in the fray this year. 
Last Words to Nurses (Raising awareness for Palliative Care)
Categories: Lions Health, Cyber and Film Lions
Case study

Working with client Indian Association of Palliative Care (IAPC), the agency discovered the poignant insight that ‘Most last words are heard by nurses, not family’. Once that was cracked, it went on to make a film where nurses recount the last words of their patients. The case was made, drawing attention to the need for end-of-life care. The campaign has had its share of deserved regional, national and international attention. While we never know what will transpire at Cannes, we at Campaign India will be a tad disappointed if these last words go unheard.   
Slums (Housing Colonies) for Worms
Categories: Lions Health, Outdoor and Design Lions (Craft) 
Case video

While every other Indian suffers from worm infestation, most choose to ignore it. This was the challenge facing Zentel from GSK. To draw attention, Medulla decided make people visualise worms in human intestines. A 10-foot installation of a ‘slum colony’ was created in the shape of an intestine involving 20 artists over three months. Miniature houses of 1 to 5 cm made up the slum, replete with the typical antennae, windows, et al. These were then converted into posters and print. 
Actual poster
ADHD Symptom Stamps 
Category: Lions Health 

For Concerta from Johnson & Johnson, Medulla wanted to accelerate the diagnosis and treatment of ADHD, a condition that stays undiagnosed even though 1 in 10 Indian children suffer from it. The agency decided to ride on fairytale characters, identifying symptoms of ADHD in them: like the hare which lost the race because he lacked focus and the hyperactive Pinocchio.  ‘Symptom Stamps’ refers to the rubber stamp the agency imprinted on fairytale books wherever a character exhibited ADHD symptoms. Mini-libraries were created with such stamped fairytale books and placed at waiting rooms of paediatricians, who in turn referred kids with symptoms to specialists. 


Campaign India

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