AREA 23, a leading agency within the IPG Health Network, has been named Healthcare Agency of the Year, taking home the prestigious Pharma Lions Grand Prix at Cannes Lions 2024. Their celebrated work, "Magnetic Stories," created in collaboration with Siemens Healthineers, is transforming the intimidating MRI experience for children into a much more positive and engaging one.
Magnetic resonance imaging (MRI) machines are known for their loud and unsettling noises, often heightening anxiety in young patients. In response, Siemens Healthineers and AREA 23 developed an innovative approach that incorporates these sounds into children's audiobooks, easing their fears and making the experience more bearable.
"Magnetic Stories" features audiobooks written by bestselling authors, where the typical jarring MRI noises, like whirring and banging, are reimagined as playful sound effects. For instance, in one story, the loud hum of the machine is cleverly repurposed as the sound of a friendly robot. These audiobooks, delivered via headphones during the scan, immerse children in the story, helping distract and soothe them.
Launched initially in Portugal’s CUF hospital network, "Magnetic Stories" has been so successful that Siemens Healthineers plans to expand it to Spain, Germany, Italy, and the UK. The campaign exemplifies how creativity and healthcare innovation can come together to improve patient experiences, particularly for younger audiences.
Tim Hawkey, Chief Creative Officer at AREA 23, remarked on the importance of creativity in health marketing: "It’s an exciting time to work in this space, with more pharma clients realising how essential creativity is. This recognition motivates us to keep pushing boundaries and delivering breakthrough work."
The success of "Magnetic Stories" is a testament to the power of storytelling and innovation in healthcare. It offers not just a creative solution, but a practical one, easing anxiety for children undergoing MRIs.
Source & Image Credit: Siemens Healthineers
