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The Forecast
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How creativity can help people lead healthier lives
Welcome to The Forecast on Health
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Lucy Aitken Head of Content LIONS Intelligence
Brands both inside and outside the traditional health and pharma space are adopting a range of creative approaches to help people lead healthier lives
The latest Edelman Trust Barometer Special Report: Trust and Health Business shows that there’s a global expectation for business to play a role in health - more than media (66%) and more than NGOs (63%). At the same time, the elevation in both breadth and craft across both the Health & Wellness and the Pharma Lions in 2023 suggests that new creative strategies are paying off. Brands in the health and wellness space are showing a more inclusive and holistic understanding of health conditions and the impact they can have on everyday life, not just for the patient but also for their support network. In the Health & Wellness Lions, for instance, four pieces of work around sexual health were awarded. And in the Pharma Lions, jurors commented on how craft was helping pharma brands to enter more emotional, as opposed to product-led, narratives, that often acknowledged the role of caregivers, too. This edition of The Forecast brings together 2023 winning pieces of work to show what great creativity to promote good health looks like. Use it to inspire your own work.
Beyond the healthcare system: all Institutions expected to keep us healthy
Percent who say: I expect each to play a meaningful role in making sure I am as healthy as possible
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Source: Edelman Trust Barometer Special Report: Trust and Health Business 2023