Pharma Lions

The Pharma Lions celebrate creative communications from pharmaceutical clients and services surrounding this highly-regulated industry. 

Practitioners, patients and targeted consumers; that is work that brings science and innovation to life, facilitating diagnosis, prescription, disease mitigation or illness management. Pharma Lions champion the need for medicine and therapeutic care.

Communications in this arena bear the responsibility of introducing new innovations, establishing standards of care and advocating for the industry within a context that is often emotionally charged and sometimes full of controversy. These communications must navigate debates about patient rights, policies and politics, society and humanity. Often delivered in healthcare settings, they require a significant level of appropriateness and respect for the people who treat or suffer from medical conditions. Some communications are delivered through a healthcare professional. Many are subject to regulatory review. All are created specifically for medical and therapeutic clients and services.

Pharma Lions Sections

  • A. Product or Service Promotion

    Work created to drive choice for a specific branded product, service or therapy intended for management of a disease or medical condition.

    • A01 Regulated: Direct to Consumer

      Work targeted direct to consumer and created to launch and/or promote a regulated product or service through traditional media channels.

    • A02 Regulated: Direct to Patient

      Work targeted direct to patient and created to launch and/or promote a regulated product or service through traditional media channels.

    • A03 Regulated: Healthcare Professional

      Work targeted direct to healthcare proffesionals and created to launch and/or promote a regulated product or service through traditional media channels.

    • A04 Non-regulated: Direct to Consumer

      Work targeted direct to consumer and created to launch and/or promote a non-regulated product or service through traditional media channels.

    • A05 Non-regulated: Direct to Patient

      Work targeted direct to patient and created to launch and/or promote a non-regulated product or service through traditional media channels.

    • A05 Non-regulated: Healthcare Professional

      Work targeted direct to healthcare proffesionals and created to launch and/or promote a non-regulated product or service through traditional media channels.

  • B. Disease Awareness & Understanding

    Work created to raise awareness and understanding of a disease or medical condition, change perceptions or overcome social stigma. Approaches may include, but are not limited to: redefining the way we think about disease and its treatment through the reframing of science; providing education on the signs and symptoms of various diseases, disorders and conditions; and encouraging responsible, proactive action and initiative. To include branded and unbranded communications.

    • B01 Regulated

      Work that is regulated due to mention of a specific branded product, service or therapy.

    • B02 Non-regulated

      Work that is not regulated regardless of mention of a specific branded product, service, therapy or company

  • C. Healthcare Professional Engagement

    Work created with the intent of driving healthcare advancement, supporting management of a disease or medical condition, motivating treatment, supporting adherence, or aiding patient independence. Communications aimed at healthcare professionals, influencers, researchers and key opinion leaders to establish and continue scientific education, drive industry advancement and adopt technologies and programs associated to the development and distribution of research and treatment options. Approaches may include, but are not limited to, communication tools and devices to assist healthcare professionals with patient adherence, monitoring, data collection, analysis and reporting. It would be expected that entries here would convey a brand ethos as well as result in better patient outcomes.

    • C01 Regulated

      Work that is regulated due to mention of a specific branded product, service or therapy.

    • C02 Non-regulated

      Work that is not regulated regardless of mention of a specific branded product, service, therapy or company

  • D. Patient Engagement

    Work created with the intent of driving healthcare advancement, supporting management of a disease or medical condition, motivating treatment, supporting adherence, or aiding patient independence Communications aimed at patients intended to support adherence; drive proper, responsible usage of treatment; improve patient experience; and drive better outcomes while building a positive reputation for a client and/or brand. Approaches may include, but are not limited to, the use of data analytics and connective technology to enhance the patient journey, compliance programmes, screening services, psychosocial support services.

    • D01 Regulated

      Work that is regulated due to mention of a specific branded product, service or therapy.

    • D02 Non-regulated

      Work that is not regulated regardless of mention of a specific branded product, service, therapy or company

  • E. Veterinary

    Work created for products and solutions for animals requiring veterinary diagnosis, prescription and treatment.

    • E01 Regulated

      Work that is regulated due to mention of a specific branded product, service or therapy.

    • E02 Non-regulated

      Work that is not regulated regardless of mention of a specific branded product, service, therapy or company

Get the Entry Kit

For full Category listings and selection of handy materials to guide you through the entry process.

Pharma Lions Jury
Full jury announced in 2019

Robin Shapiro President

Global President, TBWA\WorldHealth

As Global President of TBWA\WorldHealth, Robin prides herself on bringing disruptive thinking to some of the world’s most ambitious healthcare brands. She partners with her clients to liberate brands from conventional pharma thinking and realize a more purposeful future. Robin considers herself “chief culture officer” and works hard to create an agency environment in which innovation, creativity, and positivity thrive.

Robin is on a mission to make healthcare advertising a destination career for young people. Robin founded The Young Globals, a competition that exposes college-aged students to the rewards of healthcare advertising. Winners receive a paid internship at a leading healthcare agency. Robin rose up through the creative ranks and, prior to her current role, was Chief Creative Officer of Corbett Accel Healthcare Group. Under her leadership, the agency received numerous industry awards, including Clio Health Best of Show and IPA Best of Health. Robin served as Jury Chair for Clio Health and The Global Awards, as well as jury member for the Health Effies and Cannes Lions Health. She is especially proud to serve as 2019 Cannes Lions Pharma Jury President.

Past winners of the Pharma Lions

Change Gout

2018 · Langland for Grünenthal

Gold PHARMA > DISEASE AWARENESS & UNDERSTANDING > NON-REGULATED DIGITAL CRAFT: INTERFACE & NAVIGATION (UI)

The Change Gout campaign would challenge existing misconceptions and ineffectual prescribing by using the chemical process underpinning gout to crystallise a three-dimensional patient scaffold, externalising the hidden nature of this misunderstood condition and creating a dramatic visual representation that’s impossible to ignore. This was taken into the digital space with an immersive experience that brought the story to life through a dynamically generated WebGL visualisation of the crystalline body. Hotspots embedded throughout the site revealed bite-sized information, which then dropped into a deeper medical story.

Love The Work

Health Track Lions