Live from Cannes Lions Health: It wasn’t just the super-exclusive Spotify party rocking at this year’s Cannes Lions. The healthcare awards had plenty of their own beats, including a self-exam inside a pop video, a big musical tribute to the vulva, and an actual audio treatment.
The Breast Move
In Brazil, breast cancer is one of the deadliest cancers. Many believe the disease only impacts older women, but young women are vulnerable, too. To protect them, Santa Casa Hospital wanted to educate millennials about how and why to do monthly self exams.
To engage this young, sophisticated audience, they decided not to say a word. Instead they partnered with Brazil’s biggest pop star Anitta to include a self exam in the middle of her new single ATENCION. The song is about empowerment. The video includes women of all ages dancing in front of mirrors and a real self exam.
No surprise, the young audience immediately started talking about the exam. In the first 10 days, the video earned 60 million views globally.
Viva La Vulva
Taboos, censorship and pornification of female genitals have fueled a lot of ignorance and anxiety across cultures. That’s increased the number of women requesting labiaplasty and decreased the number getting cervical smears because they believe they might have something to be embarrassed about.
As Bodyform/Libresse expanded from selling period products to body care products, they wanted to take on the shame and reset what is naturally beautiful. Viva La Vulva is a music video featuring hundreds of singing vulvas, but it’s also origami, GIFs, murals, giveaways, and so much more. It shows women the diversity most of us never see. And all in a way that beat every single media ban.
Radio Tinnitus
Chime, Ireland’s national organization for deafness and hearing loss, wanted to help people who suffer from Tinnitus deal with the incurable daily ringing and screeching in their ears. As part of Tinnitus Awareness Week, the brand launched a radio station built to bring the latest audio treatments to the 50 million people living with the disease around the world. The radio station features sounds designed to help people combat the symptoms.
When researchers were able to match the noise happening inside someone’s head to one played externally, the brain would switch focus from the internal voice to the external voice and learn how to turn off the sound. Of course, the sound differs from person to person, so the team had to create multiple frequencies and sounds so each listener could find their radio therapy.
