The first ever Lions Health took place last week at the famous Palais des Festivals in Cannes, France. In the second of two reports from the event, we look at some of the key takeaways for healthcare communicators in Asia Pacific.
Creativity leaps from inspiration: the big idea. And it’s inspiring to see this first-ever gathering of healthcare minds in Cannes debating and awarding creativity in our industry.
The inaugural Lions Health elevates the creative scope of the work we craft. The creativity that engages people to change behavior, to ultimately help, save and improve lives.
The big idea, the brand idea was the core focus of the keynote presentation from former P&G CMO Jim Stengel. How to get there is the question for many. Jim’s road map has three signposts: the universal truth, brand heritage and your purpose.
Dove’s natural beauty campaign is a compelling result of this process. Dove celebrates the natural beauty of women, in a powerful and brand-aligned message; across multiple platforms. The test is that the campaign resonates with the brand and its voice, in a way that the same campaign for a different soap could never hope to achieve
My Cannes takeaways are that great storytelling comes to the front, with the personal and human being at the heart of the most impactful discussions on creativity. We heard from David Nutter (US film director: Game of Thrones, X-Files and many more) that story success means a beating heart and the power to move.
I see too that creativity and digital form a powerful intersection. We need to build visual stories for multiple platforms, as well as an understanding of consumers’ social behavior in sharing stories. Disruptive creativity, challenging the usual and accepted takes this further. Leading to our ultimate goal: behavior change and sharing a great experience with others.
With Lions Health we are standing up as creative communicators and starting to celebrate our work and ability to move people. At its very best our work helps people understand more about their disease, their treatments. To live a better life.
Stephen Morgan is executive vice president and head of Healthcare, Asia Pacific