Amit Akali, Chief Creative Officer, Medulla Communications (Managing Partner and Creative Head – What’s Your Problem) and Praful Akali, Founder, Managing Director, Medulla Communications (Managing Partner and Strategy Head – What’s Your Problem) spoke at the Cannes Lions Festival 2016 in the session on ‘Integrating Medical with Creative: Learning from the Great Indian Family’ at the ‘Health in Focus’ arena.
The session started off by highlighting the Indian family ethos which emphasised strengths like family members depending on each other, supporting each other’s strengths, at the same time, giving each other credit.
So, how can a healthcare agency benefit from this? The duo answered exactly this question showcasing through numerous examples and case studies on how to leverage and integrate the medical team in an optimum manner for creative communication using the Indian family as an analogy.
In their opinion, whilst the creative team is the soul of advertising in healthcare communication domain, working with a medical expert is a must have. The greater the integration of the medical team with the creative team, the better is the communication.
Contrary to popular perception that the medical team would add restrictions, the session established how a skilled medical team seamlessly integrated with the creative team can enhance creative output with deep product understanding and keen medical insights.
Some of the examples included: Medulla Communications’ #Last Words campaign for Indian Association of Palliative Care (IAPC) where the film draws insight from nurses, who happen to be those who hear the last words of dying patients, rather than their family members. When nurses across India recount the last words they have heard, it leaves a lump in the throat. It also draws attention towards the pressing need for end-of-life care.
In yet another campaign by Medulla for Concerta from Johnson & Johnson, it aims to step up the diagnosis and treatment of ADHD, a condition marked by an ongoing pattern of inattention and/or hyperactivity-impulsivity which stays undiagnosed even though 1 in 10 Indian children suffer from it. Piggy-backing on fairytale characters, the agency tries to identify similar symptoms of ADHD in them, for instance, the hare which lost the race because he lacked focus and the hyperactive Pinocchio. ‘Symptom Stamps’ is the rubber stamp that the agency lays on fairytale books wherever a character exhibited ADHD symptoms. Such stamped fairytale books were placed at waiting rooms of paediatric clinics, who referred kids with similar symptoms to specialists.
Furthermore, ‘Blue Dot’, the brainchild of McCann Health, India was developed along with United Diabetes Forum. Just the way the Green Dot does for vegetarian dishes and Red Dot for non-vegetarian, Blue Dot is a sign that tells you whether a preparation is appropriate for people with diabetes. It will feature in menus and nametags next to dishes deemed to be diabetes-friendly. Currently, Blue Dot has been activated only in select dining establishments.
Created by J Walter Thomson, ‘Save Your Blood’ is the first-of-its-kind mobile app created for the Indian Red Cross Society as part of their Corporate Social Responsibility activities. To address the issue of blood shortage in the country, this solution looks to save one's own blood in a Blood Banking Account, which could be withdrawn at times of need or transfer the Blood Balance to someone in need at the touch of a button.
Medulla Communications created history at Cannes Lions this year - it bagged the ‘Healthcare Agency of the Year’ for the first time in history for any Indian agency - to read story http://www.exchange4media.com/advertising/medulla-communications-creates-history---bags-healthcare-agency-of-the-year;-sweeps-7-metals-in-pharma-lions_64912.html#sthash.KF3nAIWb.dpuf