上周末，亞太地區(qū)拿下了4金7銀，其中4金4銀授予了麥肯健康的新德里辦公室。
厲害了，究竟是什么作品如此出眾？
現(xiàn)在，就讓我們認(rèn)識一下這個拿下全場大獎的印度作品：Immunity Charm（免疫手鏈）。
在阿富汗的許多地區(qū)，由于文化水平和醫(yī)療設(shè)施受限，新生兒的疫苗接種只有50%，處于全球最低水平，這直接導(dǎo)致兒童因病殘疾、夭折的概率居高不下。
即便有些孩子打過部分疫苗，他們的家長對此也不甚重視，掉了醫(yī)?？ň筒辉賻Ш⒆觼斫臃N了，這給醫(yī)療工作者帶來很大的困擾。
在這樣艱難的環(huán)境下，麥肯健康和阿富汗公共衛(wèi)生部在今年4月發(fā)起了“Immunity Charm”項目，力圖改變現(xiàn)狀。
在阿富汗有一個傳統(tǒng)習(xí)俗，那就是給新生兒佩戴珠串。珠串一般以紅黑兩色為主，象征著吉祥和庇佑，讓孩子免受邪靈侵?jǐn)_。它也成了麥肯健康一個重要的突破口。團隊從醫(yī)院入手，每當(dāng)有新生兒降臨，就贈與他們辟邪的手串。
當(dāng)母親們帶著嬰兒到醫(yī)院接種疫苗時，醫(yī)生就換上一顆彩色的珠子。不同的顏色、刻上編碼，代表著麻疹，脊髓灰質(zhì)炎，白喉等各類藥劑，當(dāng)孩子接種后，珠串也增添了新的色彩，他們不僅有神靈庇佑，還獲得了疫苗的保護(hù)。
直觀的效果也為醫(yī)務(wù)工作者提供了便利，醫(yī)保卡遺失也能繼續(xù)為孩子打針。
這個從文化傳統(tǒng)出發(fā)的創(chuàng)意策略，在打破偏見和誤解方面卓有成效，即使在偏遠(yuǎn)的阿富汗農(nóng)村，象征吉祥的手鏈也能獲得家長們的理解和歡迎。在短期效果評估后，這個項目非常有望大范圍推廣至全國。
“Immunity Charm”拿下健康獅Grand Prix for Good全場大獎外，還獲得4金4銀。而麥肯健康全球也連續(xù)第二年獲得Healthcare Network of the Year，年度最佳醫(yī)療網(wǎng)絡(luò)，祝賀！
項目信息
品牌/廣告主
阿富汗公共衛(wèi)生部
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
McCann Health 麥肯健康 新德里
參與者
獎項榮譽
2018
D&AD Awards
Direct | Direct Product & Service
Wood Pencil
2018
D&AD Awards
Creativity for Good | Design/Not for Profit
Graphite Pencil
2018
D&AD Awards
Media | Use of Direct
Graphite Pencil
2018
D&AD Awards
PR | In-Market Campaign
Wood Pencil
2018
NYF Advertising Awards
Direct & Collateral: Products & Services | Healthcare Products & Services
First Prize
2018
NYF Advertising Awards
Outdoor / Out of Home Marketing: Ambient: Products & Services | Healthcare Products & Services
Third Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Healthcare Products & Services
Second Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Avant-Garde Discipline | Design
Second Prize
2018
NYF Advertising Awards
Activation & Engagement: Products & Services | Healthcare Products & Services
Second Prize
2018
NYF Advertising Awards
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2018
The One Show
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2018
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2018
The One Show
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Silver Pencil
2018
The One Show
Direct Marketing | Ambient Media / Experiential & Installations
Gold Pencil
2018
The One Show
Intellectual Property | Physical Product
Gold Pencil
2018
The One Show
Design | Promotional | Collateral Items - Single or Series
Silver Pencil
2018
ADC Awards
Product Design | Children | Single
Silver Cube
2018
ADC Awards
Design for Good | Product | Single
Bronze Cube
2018
ADFEST
Media Lotus | Best Use of Ambient: Small Scale
Finalist
2018
ADFEST
Direct Lotus | Direct Campaign for Retention/Loyalty
Gold Lotus
2018
ADFEST
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Finalist
2018
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Innova Lotus | Innovation In Local Culture Application
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2018
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Finalist
2018
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Silver Lotus
2018
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Lotus Roots
Finalist
2018
ADFEST
Outdoor Lotus | Ambient: Small Scale
Finalist
2018
ADFEST
Lotus Roots
Gold Lotus
2018
ADFEST
Direct Lotus | Direct Campaign for Retention/Loyalty
Finalist
2018
ADFEST
Design Lotus | Product Design: Innovative & Sustainable Design
Finalist
2018
ADFEST
Design Lotus | Product Design: Innovative & Sustainable Design
Gold Lotus
2018
ADFEST
Outdoor Lotus | Ambient: Small Scale
Gold Lotus
2018
ADFEST
Innova Lotus | Innovation In Creativity
Gold Lotus
2018
ADFEST
Lotus Roots
Grande of Lotus
2018
ADFEST
Media Lotus | Best Use of Ambient: Small Scale
Gold Lotus
2018
ADFEST
Innova Lotus | Innovation In Local Culture Application
Finalist
2018
Spikes Asia
Creative Effectiveness | Creative Effectiveness for Good
Shortlist
2017
Cannes Lions
Product Designu4e28Solution
Silver
2017
Cannes Lions
Media | Use of Ambient Media: Small Scale
Bronze
2017
LIA
Ambient | Public Service/Social Welfare
Gold
2017
LIA
Pharmaceuticals | Innovation
Gold
2017
LIA
The NEW | Product Innovation
Gold
2017
LIA
Health & Wellness | Education and Services
Gold
2017
LIA
Health & Wellness | Innovation
Gold
2017
LIA
Health & Wellness
Grand LIA
2017
LIA
Pharmaceuticals | Education and Services
Gold
2017
LIA
Health & Wellness | Social Responsibility/Awareness
Gold
2017
LIA
Pharmaceutical | Devices and Diagnostics
Silver
2017
LIA
Pharmaceuticals
Grand LIA
2017
LIA
Pharmaceuticals | Pharmaceuticals and Vaccines - Unbranded
Gold
2017
LIA
Non-Traditional | Experiential
Bronze
2017
LIA
Non-Traditional | Public Service/Social Welfare
Gold
2017
CLIO Awards
Direct | Other
Gold
2017
CLIO Awards
Events/Experiential | Other
Silver
2017
CLIO Awards
Product Design | Other
Grand
2017
CLIO Awards
Innovation | Product Innovation
Gold
2017
Spikes Asia
Healthcare | Patient To Hcp Communications
Gold Spike
2017
Spikes Asia
Healthcare | Hcp Devices & Diagnostics
Gold Spike
2017
Spikes Asia
Healthcare | Education & Awareness
Bronze Spike
2017
Spikes Asia
Promo & Activation | Public Sector
Bronze Spike
2017
Spikes Asia
Design | Environmental / Social Impact
Silver Spike
2017
Cristal Festival
Design | Pharmacy
Cristal (Gold)
2017
Cristal Festival
Design | Pharmacy
Grand Cristal
2017
Cristal Festival
Promo & Direct | Healthcare / Pharmacy
Sapphire (Silver)
2017
Cristal Festival
Brand Entertainment & Content | Innovation in Brand Experience
Cristal (Gold)
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