At Publicis, we have built a unique platform that drives the alchemy of creativity and technology to magnify the impact of our work in the health sector. As a Connecting Company, we are able to deliver with the Power of One – driven by a common purpose, a powerful spirit, shared effort, great character and a relentless focus on our clients.
Lora Lukin, Chief Creative Officer
How does Publicis understand the role of creativity when it comes to communicating sensitive public health issues?
Health is personal. It is individual and it is emotional. So, it is incredibly important to keep the voice and thoughts of the people going through health journeys in mind when making decisions on the work. Without authenticity, the work will never achieve the impact it was created for.
Pharmaceutical advertising is usually very straight-forward. How did Publicis manage to balance emotional components with the presentation of scientific information?
The focus of this work was creating awareness around migraines and recognizing that they are more than “just a headache,” reflecting the real words and expressions of the people suffering from migraines. We tried to maintain the delicate balance between highlighting the moments and life stolen by migraines, and the hopefulness of reclaiming life. We had to ensure we didn’t overpromise when portraying the hopeful side of the real stories of migraine-sufferers so as to not provide false hope to people living with migraines today.
The Luum Awards highlights campaigns that generate real social impact. What kind of impact did you hope to achieve with this initiative, both within the medical industry and in society?
This platform is about showing people that there is help out there. That they don’t have to live with this alone. And helping people educate themselves and access relief. Migraines have been under-recognized for too long. They aren’t just headaches. Migraines are a neurological disorder that steals people’s lives and forces so many to live with unnecessary pain. Ultimately, we would love to realize our vision and collect real life stories to truly create the World’s Largest Lost & Found. This film was just the beginning of our mission to push for policy change and elevate awareness of the migraine journey and help people reclaim what they have lost.
How would you describe the collaboration with Pfizer on the campaign “The World’s Largest Lost & Found”? What brought you together creatively to build such a powerful story?
Our shared desire to impact change and help those unnecessarily living with migraines brought us together. We aligned on our creative goal. Then, together, we dug in deep to find an expression that was worthy of telling the stories of so many people impacted by migraines. One that would be generous enough to evolve with cultures and our audiences.
What opportunities do you see in the future for health advertising to inspire more empathy and less fear?
Health is hard. It can make every day things seem impossible. It can completely change the trajectory of your life. For those of us that live with health challenges, we know that. And the industry should stop telling us things we already know. We need encouragement and inspiration to move forward, to find the power in our health journeys and to make choices that can help improve the way we live with and overcome health challenges. This is true for the work directed to health care professionals as well as consumers. Stop the fear mongering and start using creativity and technology to create solutions that change our lives for the better.
Finally, what does The World’s Largest Lost & Found represent to Publicis as an agency? What legacy does the agency expect to leave in the industry? Optional*You can send us a video answering this question to add to our social media calendar
In health, you have to believe in making change. In making people’s lives easier, otherwise it’s just a campaign. This work was created to unite people, start conversations. In our hearts, we believe this platform has the power to change people’s lives today, change the clinical journey in the future, and hopefully, remove the need for unnecessary suffering and lost moments for generations to come.