Creativity should have consequences, a video sponsored by Real Chemistry

At Cannes and beyond, work is rightfully recognized when it is culturally loud, emotionally moving or aesthetically groundbreaking. But healthcare creativity has always operated under a very different and far more unforgiving standard: Did anything or anyone literally get better because this work existed? Did someone get diagnosed or treated faster? Did someone actually live better? Did they live longer? And in healthcare, creativity doesn’t just compete against other brands. It competes against stigma, misinformation, bureaucracy, exhaustion. It competes against the deep human instinct to avoid difficult medical truths. It competes against fear. Lauren Pollina and Chris Charles, executive creative directors of 21Grams, propose that healthcare may be quietly redefining what creativity should look like. They’ll propose that effectiveness be measured not only in views or impressions, but in real-world impact. If the most highly regulated brands can find a way, imagine what the industry at large could do.