Cannes, France – There are so many unique pharma + agency collaborations on display at Lions Health this year that we just had to showcase more of them. Below are four more examples of life-changing creativity. (You can see the first three right here).


Immunity Charm

McCann teamed up with The Ministry of Public Health in Afghanistan to overcome an incredible challenge: that country has one of the worst infant mortality rates in the world, in part because the vaccination rate is so low. In remote areas, illiteracy and a traditional bias against vaccines keep the immunization rate at just 50%. Even parents who do choose to vaccinate don’t tend to keep vaccine cards, leaving physicians with incomplete information.

To change that behavior, the team decided to use another Afghan traditional – a bracelet tied to infants to ward off evil forces. The Immunity Charm they created is similar to those traditional bracelets and consists of colored beads that represent the vaccines each child has received. Healthcare workers provide The Immunity Charm to mothers to place on their newborn's wrist as a symbol of protection against disease. Each time the child is brought for an immunization, a color-coded bead corresponding to the specific vaccine received is added to the bracelet.

YMCA Playnasium

The Playnasium is an innovation in and mashup of exercise and play equipment. It was inspired by research at Deakin University that found active parents have children who are more active. This new equipment lets children and parents be active together. In short, it’s a gym and playground in one.

The pull upsy-daisy machine is an upper body workout for parent and a seesaw for kids; the row-row-row machine, a typical rower for mom and a dolphin ride for the little one; the pec-a-boo, a chest builder and peek-a-boo game.

Delicious Supplement

Busy Japanese workers have long ignored their wellness and nutritional needs. The chronic diseases and other challenges created by that behavior ultimately burden the national healthcare system. Japanese Railway saw an opportunity to intervene. Its stations are filled with delis and fast-food options. Millions travel through its stations. Through its new Delicious Supplements program, commuters can now get an individually-tailored supplement prescribed by AI and delivered by a nutritionist. The interaction happens on a messaging app called LINE. Based on a user’s answers, they’re given a smartly packaged “capsule” full of food and snack recommendations.

Second Life Toys

There’s a significant shortage of child organ donors in Japan. To raise awareness, the Green Ribbon Campaign and Dentsu created Second Life Toys. The programs “saves” worn-out stuffed animals by transplanting parts from other stuffed toys, like giving a whale dragon wings or outfitting a goat with a bear leg. Interested families and children can either donate toys or ask for parts to restore their own plush friends. The campaign then asks anyone who gets a plush transplant to write a thank-you letter to the donor—completing the reciprocal circle and helping to illustrate the potential benefits of a more significant medical gift.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.