It’s probably too early to call it a theme, but there’s a distinct similarity about the two Canadian campaigns on the first shortlists from Cannes which were released Friday morning.
“Ladyballs” for Ovarian Cancer Canada by Grey Toronto and Juniper Park\TBWA Toronto’s “Project Consent” for Project Consent both have a chance at receiving a Lion during the International Festival of Creativity’s Lions Health gala Saturday night.
As a special stream before the main Festival kicks off Sunday, the Health & Wellness Lions were created in 2014 to “celebrate creativity for personal wellbeing.” The Health Lions are divided into two distinct competitions: Pharma, and Health & Wellness. Both Canadian contenders are on the latter list with no Canadian work shortlisted in Pharma.
A multiple award winner at the recent Marketing Awards, Project Consent is a non-profit that fights rape culture by raising awareness about sexual assault. The nominated campaign includes three animated short videos—featuring a penis, a vagina, a bottom and a breast—to light-heartedly convey a very serious message about the importance of sexual consent.
Ladyballs an attention grabbing awareness campaign to raise awareness about ovarian cancer, was nominated twice.
According to Ovarian Cancer Canada, the campaign was instrumental in a 118% increase in requests for By Your Side, a resource provided to women diagnosed with the disease. It also led to a spike in calls to offices across the country, with callers citing the campaign as their reason for reaching out.The campaign also garnered approximately $60 million in earned media impressions in less than two months after its early January debut.
According to Festival organizers, winning work in the Health Lions “will demonstrate an inspired approach to consumer healthcare; that is exceptionally engaging work which publically educates, promotes non-prescription products, allows self-diagnosis or facilitates pro-active personal care.”
