06/19/2017 | News release | Distributed by Public on 06/19/2017 11:58
McCann Health India and McCann Worldgroup India won the Lions Health and UN Foundation Grand Prix for Good for the 'Immunity Charm' campaign for the Afghnistan Ministry of Health.
This campaign from McCann Health represents their incredible energy and commitment to generating life changing ideas that improve the health of humanity. It also shows the deep understanding they have of the cultural context of health and health needs.
When an idea is seeded into culture and plays a meaningful role in people's life, the impact and salience is far reaching. This campaign,'The Immunity Charm' does exactly that.' It started with a simple creative solution that harnesses a long-standing cultural tradition, to provide mothers with a powerful new incentive to get their children vaccinated.
The campaign tackles the fact that in remote Areas, illiteracy and traditional biases against vaccines mean Afghanistan has a vaccination completion rate of just 50%. Doctors face a lack of immunization history as parents do not maintain vaccination charts.
To counter these traditional biases, McCann turned to another Afghan tradition. A bracelet, tied on infants to ward off evil forces, now also protects them from disease. The Immunity Charm comprises coloured beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.
The work so impressed the Pharma jury at Cannes that no Grand Prix was awarded there. Pharma Jury President, June Laffley said that 8 of 10 of the Pharma jurors thought the 'Immunity Charm' campaign was the strongest overall. However, public health campaigns do not qualify to win a Pharma Grand Prix . . . so no Pharma Grand Prix was awarded.
Watch the winning work for the Immunity Charm Campaign.