Health and Wellness > Consumer Products Promotion
McCANN BIRMINGHAM / DEXCOM / 2019
Overview
Credits
Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:
In the UK, health and wellness communications are governed by the ABPI/PMCPA, PAGB and MHRA with guidance provided by ASA. Medical devices are also covered by the Medical Device Regulation (EU) 2017/745.
Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?
People with diabetes use needles 7-12 times each day to check their blood. That can be more than 4,000 times a year. The Dexcom G6 uses no needles at all to monitor blood. So it is undoubtedly life-changing. Because our creative celebrates that major benefit, we believe it is life-changing.
Tell the jury about the art direction.
The goal of our campaign was to create a visual testament to the old way of life for people with diabetes – something that represented what they’re leaving behind. (The Dexcom G6 means they no longer have to prick their fingers to monitor their blood sugar – a massive life change for diabetes sufferers.) We worked with 3 real people with diabetes, calculating how many times they’d pricked their finger since being diagnosed with diabetes. Then we asked Andrew James, a leading British portrait artist, to create images of them using that number of fingerprints (ranging from 16,000 to 21,000) – and nothing but fingerprints. To support the stunning images, we hand-painted our headlines in a loose style that matches the hand-crafted technique of the portraits and chose a layout that was stark, impactful and deliberately simple.
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