Focus on... living with cancer
Cannes Lions Jurors in 2023 awarded work that aimed to help people living with a cancer diagnosis, as well as preventative and supportive initiatives. And there was an uptick in both entered and awarded work that dealt with cancer, according to LIONS Data.
Cannes Lions 2022/2023 entries with “cancer” in their synopsis
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Living with cancer | 2023 works
This collection of work shows how creativity can support people living with a cancer diagnosis
GOLD PHARMA LIONS
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GREY, NEW YORK
The Most Beautiful Sound
The American Society of Clinical Oncology captured the sound of cancer cells dying and shared it with patients to inspire resilience as they undergo treatment.
BRONZE DESIGN LIONS
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OGILVY POLAND, WARSAW
Buy My Cancer
The Alivia Foundation in Warsaw turned real patients’ living cancer cells into pieces of art which it then auctioned. All funds raised go to life-saving treatment for these patients, and further research into rare cancer treatments.
BRONZE PHARMA LIONS
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FCB HEALTH EUROPE, LONDON
Picture The Days Ahead
Chemotherapy drug Lenalidomide launched this patient booklet for newly-diagnosed myeloma patients who had been prescribed it. Aiming to reframe patients’ expectations of what their future could look like, the booklet focused on the next five years - the average life expectancy of a myeloma patient.
SILVER MOBILE LIONS
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BMB, LONDON
The Chat
UK charity Breast Cancer Now reassured people with breast cancer that they weren’t facing alone. A WhatsApp drama series targeted 40-50 year-olds with messages, videos and conversations between a group of friends as they come to term with one woman’s diagnosis.
Memorial Sloan Kettering Cancer Center: ‘Working with cancer pledge’
Half of all people diagnosed with cancer are afraid to tell their employer, fearing for their jobs, the security of their healthcare and the impact on their career path.
The ‘Working With Cancer Pledge’ was a call-to-arms to companies to address the stigma of cancer in the workplace. Creative work was about driving awareness for and business leaders that this highly emotive topic is affecting their employees’ physical, mental and economic wellbeing.
Cultural moments such as Davos, the Super Bowl and World Cancer Day drove mass awareness, and 390 companies took the pledge, representing 13 million employees.
WORKING WITH CANCER PLEDGE | MEMORIAL SLOAN KETTERING CANCER
LA FOUNDATION PUBLICIS, CHICAGO LIONS HEALTH GRAND PRIX FOR GOOD | 2023
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Tim Jones Chief Creative Officer (Pharma), Grey New York Health & Wellness Lions Juror 2023
“Positivity is a great approach because how can you argue with happiness or hope?”