5 of the best healthcare campaigns that won in 2021, featuring Canesten and Floradix
Healthcare and Pharma campaigns of the year, featuring AnalogFolk, Ready10, The Leith Agency, and more.
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As part of our Best of 2021 series, our journalists have been picking out their favorite award-winning work of the year.
Throughout the festive season, we’ll be looking back through the winners from our 2021 global awards program, which includes The Drum Awards for Marketing, The Drum Awards for the Digital Industries, The Drum Awards for B2B and more.
Here, we round up some of the best campaigns to win in The Drum Awards’ healthcare and pharma, including work from AnalogFolk and Ready10.
Canesten ‘Intensivao da PPK’ by AnalogFolk
Canesten, a medication used to treat vaginal yeast infections, is available in Brazil, but according to AnalogFolk the country is also home to a widespread taboo that often prevents citizens from openly discussing vaginal health. “The topic is rooted in harmful myths and misconceptions that ultimately come from a lack of education,” the agency explains. The aim of this ad campaign, which won in the of healthcare and pharma category at The Drum Awards for Digital Industries, was therefor to help free young Brazilian women “from shame and discomfort”.
Pure Sports Medicine ‘Boosting Inquiries for London’s Leading Sports Medicine Chain’ by DemandMore Limited
In London’s highly competitive physiotherapy market, Pure Sports Medicine has been searching for a new and innovative marketing strategy to attract customers. Fortunately for it, it teamed up with DemandMore, a London-based agency, and together the two brands launched this new ad campaign, which resulted in a year-over-year increase in inquires of more than 300% and netted it healthcare and pharma campaign of the year at The Drum Awards for Search.
Wise Protec ‘Wear a Bloody Mask’ by Ready10
This wearable advertisement is more than just an effective way to prevent the spread of the novel coronavirus – it’s also a statement, reminding those who you meet on the street to (you guessed it) wear a bloody mask. A simple and memorable set of words to live by in the age of Covid-19 and misinformation, it won in the healthcare and pharma category at The Drum Awards for PR.
Scottish Government ‘Don’t Pass Coronavirus to the People You Love’ by The Leith Agency
One of the most pernicious aspects of the novel coronavirus is that it’s practically invisible. It spreads between people while being imperceptible to the human eye. The goal of this alarming ad by The Leith Agency is to illustrate how the virus can be passed from one person to another by replacing the germ with bright green paint. It won of in the sports and health category at The Drum Roses Awards.
Salus Haus (Floradix) ‘Beauty is Within’ by Qiva Global
German health food company Salus Haus was recently faced with the challenge of introducing Floradix – its iron tonic product that is popular across Europe – into the extremely lucrative Chinese market. This campaign set out to redefine the definition of beauty for Chinese women through the analysis of consumer data and the identification of nine voices/pain points. In the end, the ’beauty is within’ message resonated among the brand’s target audience and led to it winning best healthcare or pharma campaign at The Drum Awards for Marketing.
