The red carpet’s been rolled up and Hollywood’s finest have returned home for another year, writes Stuart Hehir, Creative Director. Now Cannes starts to prepare for the arrival of a different creative industry – ours.
More than 16,000 marketing and comms professionals, representing some 4,500 companies will arrive for a week of inspiration, awards, workshops and talks from some of the world’s most creative brands, companies and people.
Now integrated in the core festival as one of nine tracks, health has finally arrived. No longer a fringe concern – staged the weekend before the main event – health is well and truly inside the reception marquee, if not quite at the top table.
Still flying under the banner of ‘Life-changing Creativity’, the Health Lions brings together a mix of healthcare, pharma, bio-tech, wellness and medical marketing professionals. This year, we’re fortunate enough to be occupying one of the coveted speaker slots – which just so happens to be the opening session, on the opening day, on the Health Insights Stage.
Entitled ‘Can Behavioural Science Save Lives?’ and featuring Dr Paul Chadwick from University College London’s Centre for Behaviour Change, our own head of insights and planning Corrina Safeio and myself, we’ll show that the seemingly very different worlds of creative agencies and academia can come together to embed behaviour change theory into the creative process.
And in doing so, we can create campaigns that genuinely change behaviour, not just the way people think and feel.
I’ll save the details for the talk, which will be available to subscribers of the Cannes Lion archive. We’ll also be exploring the subject further in future Pulse articles, following the festival.
It’s also worth mentioning that we have a number of campaigns entered, including eight submissions for our #SmallTalkSavesLives campaign for Samaritans, Network Rail and British Transport Police, as well as entries in the craft categories for writing and illustration.
Our team will be reporting from the festival, and various articles and thought pieces will be posted across our social feeds, so keep an eye out!
Can Behavioural Science Saves Lives?, Cannes Health Insights stage, 10.45am, Monday 18 June.