Creativity Brand

A Week in Creative: Bodyform’s ‘Pain Museum’ and the Ad Council’s vaccine push


By Imogen Watson | Senior reporter

March 3, 2021 | 6 min read

This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.

Ad Council latest seeks to educate on importance of Covid-19 vaccination

The Ad Council's ‘It’s Up To You’ vaccine push is one of the largest public education efforts in US history

Welcome to A Week in Creative, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit our A Week in Creative hub.

Get the facts

Earlier this year, Ad Council research fielded by Ipsos Public Affairs revealed that approximately 40% of the American public had not yet made a firm decision on whether or not they would get the Covid-19 vaccine were it available to them, with hesitancy particularly high among the Black and Hispanic population.

In a bid to inspire vaccine confidence, the Ad Council has devised ‘It’s Up To You’ – one of the largest public education efforts in US history. Designed to reach distinct audiences, the push has seen it work with more than 300 major brands, media companies, community-based organizations, faith leaders, medical experts and other trusted messengers supporting the campaign.

Stream of lactation

Viewers of this year’s Golden Globes were treated to a crucial ad from Frida Mom that championed breastfeeding in all its glory, charting the highs and lows of lactation.

Casting aside societal prudishness, the breast care campaign throws a spotlight on everyday issues by offering tips and remedies, such as massaging out clogged ducts with an electric toothbrush and stemming flow with cabbage leaves.

Finding good ideas

Facebook is pushing the capability of its online marketing business, showcasing a glossy, upbeat campaign designed to illustrate how it can ’bring to life how personalized ads level the playing field’ for small businesses during a time of hardship.

With the knowledge that online advertising can be a pretty dry topic, Facebook hopes to make it sparkle brighter with ’Good Ideas Deserve To Be Found’ – an ad that documents thriving small businesses that have embraced digital advertising.

The pain gap

Bodyform is tackling the issue of endometriosis – a condition that occurs when endometrial tissues appear outside of the uterus. Highly painful and with the potential to make it very difficult to conceive, it is suffered by 176 million people globally.

Highlighting the condition, ’#Painstories’ explores the extent of the pain that sufferers endure, inviting them to share their stories.

As part of the campaign, Bodyform has created an online hub – the ’Pain Museum’ – that explores taboos about pain through artwork. The space will share interviews with medical experts and people living with endometriosis.


Koalas are irreplaceable

When Australia’s landscape succumbed to bushfires last year, an estimated 60,000 koalas were impacted, leaving just 85,000 in the wild. The species is now threatened with possible extinction in parts of Australia by 2050.

Concerned by the threat imposed on its mascot, Cushelle has partnered with WWF, pledging £150,000 to support their recovery, going with a tongue-in-cheek tone to announce the initiative. To show how irreplaceable the little bears are, ’Cushelle Koala Academy’ sees a DIY conservationist attempt to retrain other animals to do the ’koala’ thing as a replacement.

This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.​

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