Behind The Work


Senior Writer and Editor
Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.
Laura Florence, Executive Creative Director of Havas Health & You São Paulo, and her team are celebrating a Silver Lion win in the Pharma category at this year’s festival.

The agency was recognised for IDverse, a universal patient safety identification system that will help healthcare professionals save lives through easy-to-use symbols. Whether on a hospital record, on an ID bracelet, on a health card or even a tattoo, the innovative idea captured the jury at Cannes Lions. Here, Laura explores why the campaign was so impactful within its category and how her team will celebrate.

What does it feel like to win a Lion?

It’s always great, there is no way other way to put it! But the best part is that this project achieved something much more gratifying than awards, it will save lives.

Tell us about the team behind the project.

They’re resilient, optimistic and hard-working! If I had to sum up the team, these three qualities would do it. When the idea came up, we knew it would be a lot of work. In addition, we needed to have a complete strategic understanding of the full health ecosystem to create the symbols. We spoke with more than 12 institutions along the way. Even when it seemed like it wasn’t going to work, they never gave up.

Tell us a little bit about the campaign and what it has achieved.

Our idea is not a traditional campaign, so it is far from over. This is just the beginning. Those who work with healthcare know how difficult it is to implement a new protocol. In the second year of this project, we will expand through partnerships and invest in technology, so that in year three, we can seek certification and governmental support in Brazil and around the world.

Why do you think this campaign was so impactful and stood out from the competition?

I think the role of agencies is transforming into something larger than creating campaigns. It’s about understanding the problems and generating solutions regardless of the format. This idea is an example of this.

How will you celebrate?

Have you ever seen a Brazilian skip the opportunity to celebrate an achievement? Despite the pandemic, we will celebrate remotely, but together. And, we are planning a surprise for the team that we can’t share just yet…

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