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Caleb Tiller, Dr Harshit Jain and Daniel Carucci

Good jurors charmed by Afghan ads

The Lions Health Grand Prix for Good is ‘Immunity Charm’, an inspiring piece of work from McCann Health New Delhi on behalf of the Ministry of Public Health in Afghanistan.

The campaign addresses the problem that child immunisation records in Afghanistan are poor – partly because of lack of infrastructure and partly because of a cultural resistance to vaccination. As a result, children have been dying of preventable diseases such as polio.

 

The key insight at the heart of this campaign, however, is that many Afghan children wear traditional bracelets made up of small individual beads. So a scheme was devised whereby doctors could add different coloured beads to these bracelets to identify whether a child has been administered with a particular jab. In other words, children wear a colour-coded immunisation record on their wrist – but in a way that is accepted by their parents as culturally appropriate.

 

Unveiling the winning campaign, Caleb Tiller, the United Nations Foundation’s executive director of communications and public affairs, said: “I’m honoured to be here at Cannes Lions. We’re real believers that compelling creativity can improve lives around the world. This is a very exciting time because so much is changing. We in the non-profit sector can learn a lot from the for-profit world about how to execute our creative craft better over time.”

 

Pharma jury president June Laffey, also an admirer of the campaign, called the Immunity Charm

“the ultimate wearable”.

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