A campaign for Procter & Gamble's Always brand which aims to fight cervical cancer among indigenous women has swiped the Grand Prix for Health/Wellness at Cannes.
Leo Burnett Mexico won the prize for Intimate Words, an educational effort that set out to change behavior in indigenous rural Mexican communities where the leading cause of death amongst women is cervical cancer. In these communities, it's taboo to use anatomical words describing female body parts or even internal reproductive organs, so the creative team behind the campaign redefined technical words to phrases : for example, "baby's first door." Always (which is hotly tipped to win more Cannes Lions for its LikeaGirl campaign from the U.S.) distributed books to the women with all the new definitions in the hopes that the would use them to keep the conversation going and educate their daughters.
You can read more about the Cannes Health Lions over at AdAge.com.