A NOTE FROM ADVERTISING HEALTH

This year we have compiled our most comprehensive and detailed World Top 10 to date. It's hugely exciting to see the level of work continuing to push creative boundaries for clients and the industry as a whole. The work featured varies from traditional pharma clients right through to consumer brands, a sign that the world of healthcare advertising is more wide ranging than ever.

I hope you will agree that the World Top 10 list is already an impressive annual of work. We’ve worked tirelessly and meticulously to create a list of the best campaigns, agencies, and countries in healthcare advertising. The AdHealth World Top 10 also contains interviews with some of the industry’s most influential leaders to get their view on the best work of 2022, and their hopes for the year ahead.

So, if you’ve featured in this annual, congratulations!

If you haven’t, we are looking very forward to seeing what groundbreaking creativity you can unleash in 2023.

Mark & Tim

Mark Evans Founder of Advertising Health

Tim Jones Editor of Advertising Health

A Note From Shaheed Peera

Our industry has demonstrated that when the world’s biggest challenges call, it’s not a fizzy drink or a chocolate bar that will save the day, but incredible science and world-class creativity to deliver those stories.

We should not forget that the pandemic has also shone a spotlight on the inequalities that still exist within our industry. It’s no coincidence that many of the agencies in the Top 10 have DE&I at the heart of their culture, leadership and creative product. Congratulations to everyone on the list and those who have supported this annual. I hope that this publication is an inspiration for all of us and you’re as proud of it as we are.

Shaheed Peera Founder, The Creative Floor

All scores are calculated from our 5 carefully selected award shows, where we tally the total points of metal won by the best ideas in the Health & Wellness and Pharma categories.

The following 5 award shows and categories were used in the calculation of the Top 10:

Lions Health

Clio Health

One Show – Health & Wellness, Pharma

The Creative Floor Awards

London International Awards –Health & Wellness, Pharma.

Agencies are awarded points based on our scoring system. This has created our definitive list of the top performing campaigns over the past 2 years.

GRAND PRIX 10 POINTS

GOLD 7 POINTS

SILVER 5 POINTS

BRONZE 3 POINTS

The Lil Sugar campaign used rap, storytelling and gaming to make nutrition literacy fun and turn kids into experts on sugar. The music video was the primary driver of a larger campaign. The song, co-written and performed by rap icon Darryl DMC McDaniels from Run-DMC, exposed many of Lil Sugar’s disguises and drove viewers to download the Lil Sugar app on their phones after watching the video. The film drew inspiration from famous CGI animated kids’ movies as well as the swagger of 90s rap music videos, with Lil Sugar bragging about its evil plan until it is captured by the app.

Research revealed that for every 233 bullying posts online, one teenager attempts suicide. To show this staggering number to parents, an AI was trained on a database of over 2 million human-moderated posts from social media. Using machine learning, the algorithm was able to capture bullying posts from four major platforms used by students in the US, collecting more than 70,000 toxic comments each day. This led to Social Bullets, an experiment created to warn parents about the dangers of the internet by recreating a typical student’s experience of social media.

GPP is a rare skin condition that’s potentially deadly. Within two hours, GPP can cause pustules (open wounds) to erupt all over a patient’s body and require urgent hospitalization. Because it’s so rare, dermatologists are not familiar with its consequences and most are not used to managing such a severe condition.

Recognizing that dermatologists are aesthetic in nature and that beauty is inherent to their work, we designed a disease education campaign that blends health and high fashion, but with a gutpunching twist. We partnered with internationally renowned fashion designer Bart Hess, whose roster of work includes designs for Lady Gaga, to teach dermatologists about GPP with the Unwearable Collection, a fashion gallery of clothing inspired by real patients’ experiences suffering from GPP.

Gout is often misunderstood, even by doctors. Many current misconceptions can be traced to 19th century political cartoons depicting the disease. These iconic illustrations still appear in medical textbooks, journals, and peer presentations.

We set out to correct the historical record by updating the original illustrations to reflect the truth. We selected five images portraying gout myths that still impact patient care today—Race, Socioeconomic Status, Diet and Lifestyle, Disease Stigma, and Disease Presentation—and meticulously recreated them by hand. Structural integrity, composition, and brush-stroke were carefully replicated.

Traditional customs meant that Lebanese women rarely talked openly about their bodies. However, their respect for tradition presented a different opportunity to encourage conversation, by drawing on one of the oldest customs in the world: baking bread. The Bread Exam is a recipe video in which a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate subject into an acceptable, everyday experience.

MCCANN PARIS/ MCCANN HEALTH

LONDON/ WEBER SHANDWICK FRANCE 77 POINTS

The media has fallen short when it comes to tackling gun violence, with mindless stories that take a onesize-fits-all approach to talking about shootings. This failure to apply nuance dehumanises victims, as if their death is inevitable rather than a symptom of an ever-growing national crisis. To show journalists the flaws in their gun violence coverage, The Inevitable News covered every mass shooting over the last 3 years with one single article.

The “House Rules” campaign highlights the contraceptive journey of Emmy-award-winning actress Annie Murphy, selected because of her broad appeal across different age groups and her funny, bold, and disruptive style.

This multi-faceted campaign features a national 60-second commercial in which Murphy is lounging in a luxe pink-curtained, pink-upholstered room. “Welcome to my vagina,” she proclaims as she invites women to make their own rules and reminds them that they don’t have to settle, especially when it comes to their birth control.

The “House Rules” campaign creates a world that is smart, witty, and whimsical, and delivers an empowering message that women are sure to remember: when it comes to vaginas, women rule.

Secondary Progressive Multiple Sclerosis (SPMS) currently takes years to diagnose. There’s no easy test for it. Instead, you must look for the subtle signs of disease progression. It’s why so many SPMS diagnoses get missed. And the longer they’re missed, the more irreversible brain damage patients suffer.

The ‘Slow The Burn’ campaign demonstrates just how damaging SPMS can be to patients’ minds. Using real wax candles alongside patient photography to burn into neurologists’ minds the importance of diagnosing and treating SPMS early.

The melting of the candle demonstrated the brain deterioration that can often lay unseen in SPMS.