上周末，亚太地区拿下了4金7银，其中4金4银授予了麦肯健康的新德里办公室。
厉害了，究竟是什么作品如此出众？
现在，就让我们认识一下这个拿下全场大奖的印度作品：Immunity Charm（免疫手链）。
在阿富汗的许多地区，由于文化水平和医疗设施受限，新生儿的疫苗接种只有50%，处于全球最低水平，这直接导致儿童因病残疾、夭折的概率居高不下。
即便有些孩子打过部分疫苗，他们的家长对此也不甚重视，掉了医保卡就不再带孩子来接种了，这给医疗工作者带来很大的困扰。
在这样艰难的环境下，麦肯健康和阿富汗公共卫生部在今年4月发起了“Immunity Charm”项目，力图改变现状。
在阿富汗有一个传统习俗，那就是给新生儿佩戴珠串。珠串一般以红黑两色为主，象征着吉祥和庇佑，让孩子免受邪灵侵扰。它也成了麦肯健康一个重要的突破口。团队从医院入手，每当有新生儿降临，就赠与他们辟邪的手串。
当母亲们带着婴儿到医院接种疫苗时，医生就换上一颗彩色的珠子。不同的颜色、刻上编码，代表着麻疹，脊髓灰质炎，白喉等各类药剂，当孩子接种后，珠串也增添了新的色彩，他们不仅有神灵庇佑，还获得了疫苗的保护。
直观的效果也为医务工作者提供了便利，医保卡遗失也能继续为孩子打针。
这个从文化传统出发的创意策略，在打破偏见和误解方面卓有成效，即使在偏远的阿富汗农村，象征吉祥的手链也能获得家长们的理解和欢迎。在短期效果评估后，这个项目非常有望大范围推广至全国。
“Immunity Charm”拿下健康狮Grand Prix for Good全场大奖外，还获得4金4银。而麦肯健康全球也连续第二年获得Healthcare Network of the Year，年度最佳医疗网络，祝贺！
2018D&AD AwardsDirect | Direct Product & ServiceWood Pencil
2018D&AD AwardsCreativity for Good | Design/Not for ProfitGraphite Pencil- 2018D&AD AwardsMedia | Use of DirectGraphite Pencil
- 2018D&AD AwardsPR | In-Market CampaignWood Pencil
2018NYF Advertising AwardsDirect & Collateral: Products & Services | Healthcare Products & ServicesFirst Prize
2018NYF Advertising AwardsOutdoor / Out of Home Marketing: Ambient: Products & Services | Healthcare Products & ServicesThird Prize
2018NYF Advertising AwardsAvant-Garde / Innovative: Product & Services | Healthcare Products & ServicesSecond Prize- 2018NYF Advertising AwardsAvant-Garde / Innovative: Avant-Garde Discipline | DesignSecond Prize
- 2018NYF Advertising AwardsActivation & Engagement: Products & Services | Healthcare Products & ServicesSecond Prize
- 2018NYF Advertising AwardsPackage & Product Design: Products & Services | Healthcare Products & ServicesFirst Prize
2018The One ShowHealth, Wellness & Pharma | Product Design / Physical ProductBest of Discipline
2018The One ShowDesign | Innovation in Design / PrintGold Pencil
2018The One ShowDirect Marketing | Innovation in DirectSilver Pencil- 2018The One ShowDirect Marketing | Ambient Media / Experiential & InstallationsGold Pencil
- 2018The One ShowIntellectual Property | Physical ProductGold Pencil
- 2018The One ShowDesign | Promotional | Collateral Items - Single or SeriesSilver Pencil
2018ADC AwardsProduct Design | Children | SingleSilver Cube
2018ADC AwardsDesign for Good | Product | SingleBronze Cube
2018ADFESTMedia Lotus | Best Use of Ambient: Small ScaleFinalist
2018ADFESTDirect Lotus | Direct Campaign for Retention/LoyaltyGold Lotus- 2018ADFESTPromo Lotus | Ambient Promotion: Small ScaleFinalist
- 2018ADFESTInnova Lotus | Innovation In Local Culture ApplicationGold Lotus
- 2018ADFESTInnova Lotus | Innovation In CreativityFinalist
2018ADFESTPromo Lotus | Ambient Promotion: Small ScaleSilver Lotus- 2018ADFESTLotus RootsFinalist
- 2018ADFESTOutdoor Lotus | Ambient: Small ScaleFinalist
- 2018ADFESTLotus RootsGold Lotus
- 2018ADFESTDirect Lotus | Direct Campaign for Retention/LoyaltyFinalist
- 2018ADFESTDesign Lotus | Product Design: Innovative & Sustainable DesignFinalist
- 2018ADFESTDesign Lotus | Product Design: Innovative & Sustainable DesignGold Lotus
- 2018ADFESTOutdoor Lotus | Ambient: Small ScaleGold Lotus
- 2018ADFESTInnova Lotus | Innovation In CreativityGold Lotus
2018ADFESTLotus RootsGrande of Lotus- 2018ADFESTMedia Lotus | Best Use of Ambient: Small ScaleGold Lotus
- 2018ADFESTInnova Lotus | Innovation In Local Culture ApplicationFinalist
2018Spikes AsiaCreative Effectiveness | Creative Effectiveness for GoodShortlist
2017Cannes LionsProduct Designu4e28SolutionSilver
2017Cannes LionsMedia | Use of Ambient Media: Small ScaleBronze
2017LIAAmbient | Public Service/Social WelfareGold- 2017LIAPharmaceuticals | InnovationGold
- 2017LIAThe NEW | Product InnovationGold
- 2017LIAHealth & Wellness | Education and ServicesGold
- 2017LIAHealth & Wellness | InnovationGold
2017LIAHealth & Wellness Grand LIA- 2017LIAPharmaceuticals | Education and ServicesGold
- 2017LIAHealth & Wellness | Social Responsibility/AwarenessGold
2017LIAPharmaceutical | Devices and DiagnosticsSilver- 2017LIAPharmaceuticalsGrand LIA
- 2017LIAPharmaceuticals | Pharmaceuticals and Vaccines - UnbrandedGold
2017LIANon-Traditional | ExperientialBronze- 2017LIANon-Traditional | Public Service/Social WelfareGold
2017CLIO AwardsDirect | OtherGold
2017CLIO AwardsEvents/Experiential | OtherSilver
2017CLIO AwardsProduct Design | OtherGrand- 2017CLIO AwardsInnovation | Product InnovationGold
2017Spikes AsiaHealthcare | Patient To Hcp CommunicationsGold Spike- 2017Spikes AsiaHealthcare | Hcp Devices & DiagnosticsGold Spike
2017Spikes Asia Healthcare | Education & AwarenessBronze Spike- 2017Spikes Asia Promo & Activation | Public SectorBronze Spike
2017Spikes Asia Design | Environmental / Social ImpactSilver Spike
2017Cristal FestivalDesign | PharmacyCristal (Gold)
2017Cristal FestivalDesign | PharmacyGrand Cristal
2017Cristal FestivalPromo & Direct | Healthcare / PharmacySapphire (Silver)- 2017Cristal FestivalBrand Entertainment & Content | Innovation in Brand ExperienceCristal (Gold)
专业评分
专业评分已截止
代理商
行业：营销咨询
参与评论
参与评论
推荐评论
全部评论（3条）