Leo Burnett Mexico Takes Home Grand Prix at Cannes Lions Health Awards
Mexico Wins Its First-Ever Grand Prix for P&G Always "Intimate Words"
Leo Burnett Mexico secured its first-ever Grand Prix for P&G Always “Intimate Words” at the 2015 Cannes Lions Health Awards. This achievement marks the second consecutive Lions Health Grand Prix win for Leo Burnett Worldwide. It also marks the first Grand Prix win for Mexico. Watch the film here: https://youtu.be/741DJkJTnXQ.
Leo Burnett France received both Gold and Silver Lions in Health and Wellness for its “The Eyes of A Child” campaign for Association Noemi. Leo Burnett Tailor Made in Sao Paulo, Brazil won a Bronze Lion for ABTO’s “Donation Badges.”
“Cannes Lions Health returns for its second year to celebrate the highest level of creative brilliance in healthcare communications,” said Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide. “The Grand Prix for P&G Always 'Intimate Words' recognizes the power of transcendent ideas rooted in a deep understanding of human beings. Winning this highly coveted Grand Prix for the second year in a row is a testament to the power of creativity that resides within Leo Burnett Worldwide. I applaud our Mexico City office for their performance and for helping Mexico win its first-ever Grand Prix."
The “Intimate Words” campaign sought to empower indigenous women outside of Oaxaca, Mexico by finding a way to educate them on cervical cancer, which is currently the leading cause of death in their community. The problem? There are no words for the female reproductive system in the women’s indigenous language due to cultural taboo, leaving women unable to explain their symptoms and prohibiting them from receiving the treatment they need. To solve this, Leo Burnett Mexico enlisted the help of sociologists, doctors and linguists to work with the women and create the missing words.
“It’s fantastic being back at the Health Lions this year. Our performance in this emerging category gives a great deal of pride knowing that we continue to create compelling stories that truly impact people’s lives,” said Mark Tutssel.
Last year, Leo Burnett Colombia won the Lions Health Grand Prix for Good Award for “Cancertweets,” a campaign for the Colombian League Against Cancer.
Keep up with Leo Burnett at Cannes by using #LeoCannes.