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！
项目信息
品牌/广告主
阿富汗公共卫生部
营销机构
Creative Agency 创意代理商
McCann Health 麦肯健康 新德里
参与者
奖项荣誉
2018
D&AD Awards
Direct | Direct Product & Service
Wood Pencil
2018
D&AD Awards
Creativity for Good | Design/Not for Profit
Graphite Pencil
2018
D&AD Awards
Media | Use of Direct
Graphite Pencil
2018
D&AD Awards
PR | In-Market Campaign
Wood Pencil
2018
NYF Advertising Awards
Direct & Collateral: Products & Services | Healthcare Products & Services
First Prize
2018
NYF Advertising Awards
Outdoor / Out of Home Marketing: Ambient: Products & Services | Healthcare Products & Services
Third Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Healthcare Products & Services
Second Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Avant-Garde Discipline | Design
Second Prize
2018
NYF Advertising Awards
Activation & Engagement: Products & Services | Healthcare Products & Services
Second Prize
2018
NYF Advertising Awards
Package & Product Design: Products & Services | Healthcare Products & Services
First Prize
2018
The One Show
Health, Wellness & Pharma | Product Design / Physical Product
Best of Discipline
2018
The One Show
Design | Innovation in Design / Print
Gold Pencil
2018
The One Show
Direct Marketing | Innovation in Direct
Silver Pencil
2018
The One Show
Direct Marketing | Ambient Media / Experiential & Installations
Gold Pencil
2018
The One Show
Intellectual Property | Physical Product
Gold Pencil
2018
The One Show
Design | Promotional | Collateral Items - Single or Series
Silver Pencil
2018
ADC Awards
Product Design | Children | Single
Silver Cube
2018
ADC Awards
Design for Good | Product | Single
Bronze Cube
2018
ADFEST
Media Lotus | Best Use of Ambient: Small Scale
Finalist
2018
ADFEST
Direct Lotus | Direct Campaign for Retention/Loyalty
Gold Lotus
2018
ADFEST
Promo Lotus | Ambient Promotion: Small Scale
Finalist
2018
ADFEST
Innova Lotus | Innovation In Local Culture Application
Gold Lotus
2018
ADFEST
Innova Lotus | Innovation In Creativity
Finalist
2018
ADFEST
Promo Lotus | Ambient Promotion: Small Scale
Silver Lotus
2018
ADFEST
Lotus Roots
Finalist
2018
ADFEST
Outdoor Lotus | Ambient: Small Scale
Finalist
2018
ADFEST
Lotus Roots
Gold Lotus
2018
ADFEST
Direct Lotus | Direct Campaign for Retention/Loyalty
Finalist
2018
ADFEST
Design Lotus | Product Design: Innovative & Sustainable Design
Finalist
2018
ADFEST
Design Lotus | Product Design: Innovative & Sustainable Design
Gold Lotus
2018
ADFEST
Outdoor Lotus | Ambient: Small Scale
Gold Lotus
2018
ADFEST
Innova Lotus | Innovation In Creativity
Gold Lotus
2018
ADFEST
Lotus Roots
Grande of Lotus
2018
ADFEST
Media Lotus | Best Use of Ambient: Small Scale
Gold Lotus
2018
ADFEST
Innova Lotus | Innovation In Local Culture Application
Finalist
2018
Spikes Asia
Creative Effectiveness | Creative Effectiveness for Good
Shortlist
2017
Cannes Lions
Product Designu4e28Solution
Silver
2017
Cannes Lions
Media | Use of Ambient Media: Small Scale
Bronze
2017
LIA
Ambient | Public Service/Social Welfare
Gold
2017
LIA
Pharmaceuticals | Innovation
Gold
2017
LIA
The NEW | Product Innovation
Gold
2017
LIA
Health & Wellness | Education and Services
Gold
2017
LIA
Health & Wellness | Innovation
Gold
2017
LIA
Health & Wellness
Grand LIA
2017
LIA
Pharmaceuticals | Education and Services
Gold
2017
LIA
Health & Wellness | Social Responsibility/Awareness
Gold
2017
LIA
Pharmaceutical | Devices and Diagnostics
Silver
2017
LIA
Pharmaceuticals
Grand LIA
2017
LIA
Pharmaceuticals | Pharmaceuticals and Vaccines - Unbranded
Gold
2017
LIA
Non-Traditional | Experiential
Bronze
2017
LIA
Non-Traditional | Public Service/Social Welfare
Gold
2017
CLIO Awards
Direct | Other
Gold
2017
CLIO Awards
Events/Experiential | Other
Silver
2017
CLIO Awards
Product Design | Other
Grand
2017
CLIO Awards
Innovation | Product Innovation
Gold
2017
Spikes Asia
Healthcare | Patient To Hcp Communications
Gold Spike
2017
Spikes Asia
Healthcare | Hcp Devices & Diagnostics
Gold Spike
2017
Spikes Asia
Healthcare | Education & Awareness
Bronze Spike
2017
Spikes Asia
Promo & Activation | Public Sector
Bronze Spike
2017
Spikes Asia
Design | Environmental / Social Impact
Silver Spike
2017
Cristal Festival
Design | Pharmacy
Cristal (Gold)
2017
Cristal Festival
Design | Pharmacy
Grand Cristal
2017
Cristal Festival
Promo & Direct | Healthcare / Pharmacy
Sapphire (Silver)
2017
Cristal Festival
Brand Entertainment & Content | Innovation in Brand Experience
Cristal (Gold)
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