Brand Film Awards EMEA 2022 winners: Healthcare

The best film that highlights the healthcare industry, from pharmaceuticals and hospitals to insurance and overall wellness, in the most innovative way.

Winner: Mind_Matter

Project name: The Smear Word

Client: Roche

Cervical cancer causes 2,000 deaths in the UK, yet one in four people aged 25-29 miss their appointments – often due to shame, embarrassment and a poor understanding of the procedure.

Mind_Matter set out to demystify the experience with a Fleabag-inspired film, sending out the clear message: "Own it, don’t postpone it."

The relatable and humorous film follows a young woman attending her first smear test, breaking the fourth wall by sharing the very real anxieties young women face today before attending their first smear.

The film was written by an all-female team, and the agency recruited a 50 per cent female crew for its production.

The campaign created social media assets to resonate with its younger target audience, and  combined that with a geotargeted paid media strategy to reach people in regions with historically poor attendance, and a dedicated Spotify campaign.

Half of respondents would be more likely to attend having seen the campaign, and those who saw the campaign were less likely to miss their screening due to fear of pain or embarrassment. 

Chiba Films was also involved in the film’s production.

Judge’s comment

"A really great use of humour to break down the barriers in communication around a topic that people sometimes feel uncomfortable to talk about."


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