This year’s Pharma Grand Prix went to a campaign designed to make undergoing an MRI exam—often accompanied by loud banging noises that MRI machines make—less scary for kids. 

The campaign was called “Magnetic Stories”, and it was created by IPG health agency Area 23 for MRI maker Siemens. 

The core of the campaign consisted of a series of children’s audiobooks that integrated the sometimes-frightening sounds made by the MRI device into fun elements of the stories to put children more at ease during an exam.  

Pharma Jury President Collette Douaihy, Global Chief Creative Officer, Health, Dentsu Health, Global, said, “The stories were meticulously crafted by renowned authors and sound designers to precisely sync each sound of the scan with exciting story moments, alleviating fear and enhancing the experience. This is storytelling at its best.” 

Separately, the Lions Health and United Nations Foundation Grand Prix for Good went to Impact BBDO, Dubai, UAE, for ‘Child Wedding Cards’ for UN Women. 

The campaign was aimed at Pakistani lawmakers urging them to pass a law making the minimum age for marriage in the country 18. It included invitations to a wedding drawn by children. 

The UN estimates that worldwide 19 million girls—17 and younger-- are married each year and that many of them are under the age of 15.  

Special Awards also awarded: 
 
Healthcare Network of the Year 
1. FCB Health 
2. Klick Health 
3. Havas Health 
 
Healthcare Agency of the Year 
1. AREA 23, an IPG Health Network Company, New York, USA 
2. Klick Health, Toronto, Canada 
3. Havas Health, Manchester, UK