Langland and Dr Foster share top honours at Best of Health
pharmafile | June 25, 2010 | News story | Medical Communications, Sales and Marketing | Best of Health, IPA, awards
Dr Foster Intelligence and Langland were awarded the most prestigious ‘Best of Show’ awards at the 2010 IPA Best of Health Awards, held last night (24th June) at Gilgamesh Studios in Camden.
The Best of Health Awards showcase and reward the best in creativity in healthcare advertising from all mediums. From the 336 entries entered into this year’s competition, 26 silver and 87 bronze awards were presented, as well as the two ‘Best of Show’ awards and special prizes for best use of photography, copy, illustration, and art direction.
Mark Roalfe, chairman of judges and chairman and executive creative director at rkcr/y&r, said: “In this business, it is easy to over-complicate ideas and creativity and to feel the need to spell out your message to the audience.
“So what is so refreshing to see is that both winners of the ‘Best of Show’ awards in this year’s competition have managed to convey their important healthcare messages using very simple, yet very effective and well-executed creative work that speaks for itself, and which sums up the whole point of these awards! Congratulations to all the winners.”
Dr Foster Intelligence was awarded ‘Best of Show’ for advertising to consumers, for their ‘Objects’ campaign for NHS Sutton and Merton Urgent Care Services. The out-of-home campaign features a series of objects that patients may end up staring at while at Accident and Emergency, including a cleaning trolley, floor tiles and the back of a chair, to advise patients that they should only use A&E in an emergency and to highlight the other available medical services in Sutton. The strap line states: “Only serious emergencies get treated fast at A&E.”
Langland was awarded ‘Best of Show’ for advertising to healthcare professionals, for their ‘Big Pain’ campaign for Butran’s patches; buprenorphine matrix patches for pain relief from early osteoarthritis (OA). The series of three images show a woman standing in front of a giant set of stairs, a woman walking a giant dog and a man pushing an oversized wheelbarrow, designed to imply that these everyday normal tasks can become a struggle for sufferers of OA. The campaign carries the strap line “when OA starts making every day a pain”.
Richard Rayment, convenor of judges and joint creative director at Junction 11 said: “Congratulations to all those taking home awards, they should be proud of what they’ve achieved in what is a rigorous judging process. Particular praise goes to the ‘Best of Shows’ who have communicated their campaign messages in a highly creative way. “
The 2010 IPA Best of Health Award results in full
Special prizes
Best of Show Consumer
‘Objects’, Care services, by Dr Foster Intelligence
Best of Show Healthcare Professional
‘Big Pain’, Butrans, by Langland
Best use of Art Direction
‘Self-infusion Guide’, Kogenate, by Langland
Best use of Copywriting
‘Chat Up Lines’, Durex Play Range, by McCann Manchester
Best use of Illustration
‘Care Information services’, Care services, by The Leith Agency
Best use of Photography
‘Chained – Tuk Tuk’, Dukoral, by Saatchi and Saatchi Health, Sydney
Silver awards
Healthcare Professional, Individual Press Advertisements
‘Fish’, Pegasys, by Nitrogen – A Huntsworth Health Agency
‘Wave’, Pegagys, by Nitrogen – A Huntsworth Health Agency
‘Stairs’, Butrans, by Langland
‘Wheelbarrow’, Butrans, by Langland
‘Dog’, Butrans, by Langland
Healthcare Professional, Press Campaign
‘Big Pain’, Butrans, by Langland
Healthcare Professional, Mixed Media Campaign
‘Here’s the Good News’, Warticon, by Woolley Pau
‘Delivering Real Measures of Success’, Invega, by Torre Lazur McCann
Healthcare Professional, International Campaign
‘Strong But Gentle Topical Treatment’, Locoid, by Woolley Pau
Consumer, Out-of-home
‘What Will You Be Ordering?’, LDAAT, by Grisdale Lesniak Swann
‘Make Your Position Clear’, NHS – Ayrshire & Arran/ Greater Glasgow and Clyde/ Lanarkshire, by GRP
‘Objects’, NHS Sutton and Merton Urgent Care Services, by Dr Foster Intelligence
‘Killing’, Real Danger, by Langland
‘Side-Effects’, Real Danger, by Langland
‘Credit Card’, Real Danger, by Langland
‘Real Danger Campaign’, Real Danger, by Langland
Consumer, Film
‘Fight Back’, NHS Birmingham East and North Stop Smoking Service, by Dr Foster Intelligence
Consumer, Direct Mail and Marketing
‘Self-Infusion Guide’, Kogenate, by Langland
Consumer, Mixed Media Campaign
‘Pick A Card’, Cocaine, by The Leith Agency
‘Real Danger’, Real Danger, by Langland
‘Cake a Difference’, Bliss, by Langland
Business to Business Individual
‘Drug Problem – Office’, Idis, by Langland
‘Drug Problem – Car Park’, Idis, by Langland
Business to Business Campaign
‘No One Gets Closer’, CRF Health, by Langland
Business, Self Promotion
‘Haemophilia’, by Langland
‘What We Do’, by Langland
Bronze awards
Healthcare Professional, Individual Press Advertisements
‘Chained – Beach’, Dukoral, by Saatchi and Saatchi Health, Sydney
‘Chained – Train Station’, Dukoral, by Saatchi and Saatchi Health, Sydney
‘Chained – Tuk Tuk’, Dukoral, by Saatchi and Saatchi Health, Sydney
‘Pole to Pole – Joggers’, Seroquel, by Saatchi and Saatchi Health, Sydney
‘Pole to Pole – Walkers’, Seroquel, by Saatchi and Saatchi Health, Sydney
‘Confidence/ TBWA\Paling Walters’, Viagra, by TBWA\Paling Walters
‘Photobooth’, Kogenate, by Langland
‘Great Expectations’, Prostap, by Pan Advertising
Healthcare Professional, Press Campaign
‘Chained – Tuk Tuk/ Train Station/ Beach’, Dukoral, by Saatchi and Saatchi Health, Sydney
‘Pole to Pole – Joggers/ Walkers/ Commute’, Seroquel, by Saatchi and Saatchi Health, Sydney
‘Let’s Work’, Boehringer Ingelheim Oncology, by Ogilvy Healthworld Advertising
‘Cages’, NeuroBloc, by Langland
Healthcare Professional, Out-of-home
‘Cages Exhibition Stand’, NeuroBloc by Langland
Healthcare Professional, Film
‘Changing Faces of ADHD’, Shire Pharmaceuticals, by McCann Manchester
‘Polar Bear’, Zebinix, by Big Pink
‘Lucy Animation’, Modigraf, by Big Pink
‘For Life Viral’, Kogenate, by Langland
Healthcare Professional, Online
‘www.durexhcp.co.uk’, Durex Condoms, by Halesway Limited
‘www.challengingdepression.co.uk’, Cipralex, by Rainmaker/MSA Digital
Healthcare Professional, Direct Mail
‘The Good News’, Warticon, by Woolley Pau
‘Big Pain Mailer’, Butrans, by Langland
‘Since Mailer’, Avonex, by Seven Stones
Healthcare Professional, Sales Material
‘Get Right in There’, Qvar Easi – Breathe, by Woolley Pau
‘We Help You Help Them’, The Larc Partners, by Woolley Pau
‘Cages – Sales Aid’, NeuroBloc, by Langland
‘Big Pain Detail Aid’, Butrans, by Langland
Healthcare Professional, Mixed Media Campaign
‘Test for Testosterone’, Disease Awareness, by Torre Lazur McCann
‘Big Pain Campaign’, Butrans, by Langland
‘Photobooth’, Kogenate, by Langland
‘Cages Campaign’, NeuroBloc, by Langland
‘Since Campaign’, Avonex, by Seven Stones
Healthcare Professional, International Campaign
‘Delivering Real Measures of Success’, Invega, by Torre Lazur McCann
‘Cages International’, NeuroBloc, by Langland
Consumer, Individual Press Advertisements
‘Body Calligraphy’, Sensilube, by McCann Manchester
‘Helping Britain Eat What It Likes – 1’, Bisodol, by Woolley Pau
‘Helping Britain Eat What It Likes- 2’, Bisodol, by Woolley Pau
‘Bottle Opener’, Opti-Free Express, by HC BCN
‘Cake a Difference’, Bliss, by Langland
Consumer, Out-of-home
‘Chat Up Lines’, Durex Play Range, by McCann Manchester
‘Breast Expert’, NHS Tameside and Glossop Breast Awareness, by Dr Foster Intelligence
‘Fight Back’, NHS Birmingham East and North Stop Smoking Service, Dr Foster Intelligence
‘See a Better You’, Champs (NHS), by BJL
‘Gerd Burp’, Gerd Study, by Langland
‘Cake A Difference – Tart’, Bliss, by Langland
‘Cake A Difference – Bake’, Bliss, by Langland
‘Cake A Difference -Bun’, Bliss, by Langland
‘Cake A Difference – Campaign,’ Bliss, by Langland
Consumer, Film
‘Pman TV’, Flomax Relief, by TBWA\Paling Walters
‘The Facts of Life’, Full Marks Solution, by McCann Manchester
‘Cocktales’, Cocktales, by Raw Design Studio
‘Bubbles’, Cinema Ad, Sexual Health, by The Leith Agency
‘Pick A Card Cinema Ad’, Cocaine, by The Leith Agency
‘Bus’, Drugs, by The Leith Agency
‘Underage Drinking Awareness Campaign’, by Genesis Advertising
‘Dad’, Balance North East, by Different
‘Mam’, Balance North East, by Different
‘Kevin87/ Can’t do it without you’, Aged Community Service Australia by URSA
Consumer, Radio Advertisement
‘I am David’, Smoking, by The Leith Agency
Consumer, Online
‘Real Danger Banners’, Real Danger, by Langland
Consumer, Direct Mail and Marketing
‘Sandpaper Hand’, Basilea, by Nitrogen – A Huntsworth Health Agency
‘Fred the Biker/ Lovely Pear/ Tug of War/ Jack the Golfer’, Summer Health Campaign, by Raw Design Studio
Consumer, Mixed Media Campaign
‘Take That Circus’, Durex Play Range, by McCann Manchester
‘What Will You Be Ordering?’, LDAAT, by Grisdale Lesniak Swann
‘Hepatitis C Awareness’, by VCCP
‘Contraception. Worth Talking About’, Sex. Worth Talking About, by VCCP
‘Alcohol Harm’, Alcohol Effects by VCCP
‘Chlamydia Testing Campaign’, CHECK YOU OUT, by Uscreates
‘Fight Back’, NHS Birmingham East and North Stop Smoking Service, by Dr Foster Intelligence
‘Care Information Services’, Care Services, by The Leith Agency
‘Takes all sorts’, Knowsley Stop Smoking Service, by The Hub
‘Kevin 87/Can’t do it without you’, ACSA, by URSA
Business to Business Individual
‘No One Gets You Closer: Kissing’, CRF Health, by Langland
‘No One Gets You Closer: Bathroom’, CRF Health, by Langland
‘No One Gets You Closer: Cleaning’, CRF Health, by Langland
‘No One Gets You Closer: Bedroom’, CRF Health, by Langland
‘Drug Problem’, Idis, by Langland
‘Apple’, Kendle, by Langland
‘Heads’, Kendle, by Langland
‘Cleaning’, CRF Health, by Langland
‘Kissing’, CRF Health, by Langland
‘Bathroom’, CRF Health, by Langland
‘Bedroom’, CRF Health, by Langland
Business to Business Campaign
‘Idis Drug Problem’, Idis, by Langland
Business, Self Promotion
‘Kites’, by Woolley Pau
‘Small Ad’, by Swordfish Advertising
‘Xmas Card’, by Langland
Business, Self Promotion
‘Langland Campaign’, by Langland
For further information, visit www.bestofhealthawards.co.uk
Andrew McConaghie
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