AREA 23 of the FCB Health Network wins the Cannes Lions Pharma Grand


NEW YORK, June 21, 2021 (GLOBE NEWSWIRE) – AREA 23, a FCB Health Network company, has swept the Cannes Lions Health Awards circuit, winning the rarely awarded Pharma Grand Prix alongside a Lion of ‘Gold and a Bronze Lion for his’ SICK BEATS’ innovation created for Woojer.

For 30,000 people in the United States with cystic fibrosis (CF) – a chronic, lifelong, life-shortening disease involving the build-up of abundant mucus in the lungs – a primary goal of treatment is to keep them down. airways open to avoid serious infection. For children with cystic fibrosis, airway clearance therapy is the worst part of their day. The current approach to airway clearance is to wear bulky vests that hit the chest until the mucus is loosened and coughed up.

Since 2018, Area 23 has been developing an idea to transform that experience and has partnered with the Claire’s Place Foundation, a non-profit organization that supports children and families affected by cystic fibrosis, numerous pulmonologists and the tech company. general public Woojer, to develop a new approach to treatment.

“This recognition from Cannes and the industry confirms that SICK BEATS is a magical idea with the power to transform lives,” said Tim Hawkey, Creative Director at Area 23. “Winning the Golden Lions and bronze would have been rocket fuel for this project, but winning the Pharma Grand Prix is ​​surreal and will help deliver vests to children who need them much faster.

Together with Woojer, a pioneer in haptic technology, Area 23 redesigned its consumer haptic vest to create SICK BEATS, the world’s first music-powered airway clearance vest for people with cystic fibrosis. The revolutionary vest uses the clinically proven modality of sound wave therapy to merge the music kids love with the daily treatment they need.

“We have always known that haptic technology has a very wide range of untapped applications,” said Kfir Bar-Levav, CEO of Woojer. “But in our wildest dreams, we never imagined that our entertainment technology could one day turn such an unpleasant medical procedure into a source of so much pleasure.

The SICK BEATS vest syncs with a smartphone to extract therapeutic 40Hz frequencies from music and send them to the chest. The SICK BEATS experience uses an organized Spotify library of 40Hz songs. Kids can find new 40Hz music and create personalized therapy playlists for the vest, all in the Spotify app.

“Clearance of the airways has always been the most dreaded part of the day for my daughter Claire Wineland,” said Melissa Yeager, Executive Director of the Claire’s Place Foundation. “It is such an honor to be part of this collaboration to finally advance airway clearance therapy with the SICK BEATS vest. This project will have a positive impact on the CF community in several ways, a well-deserved recognition.

The vest is currently in clinical development to demonstrate its effectiveness. The way to go will involve a multi-center trial and an application for FDA approval. After FDA approval, the vest is expected to be available at a significantly lower cost compared to current $ 10,000 vests, creating greater accessibility for the CF community.

Pediatric pulmonologist Dr. Kate Lewinter, MD, who has studied the effects of the 40 Hz frequency for years and is the medical co-director of the SICK BEATS program, said: “Given the difficulty of adherence, in particular in teens, a fun airway clearance diet can make a huge difference in clinical outcomes.

Respirologists wishing to participate in future clinical trials of the vest can contact the Woojer team at

About Woojer
Woojer is a pioneer in the field of haptic technology with patented craftsmanship that enhances the rich emotion of sound and physical sensation. The Woojer product line delivers high-fidelity immersion that catapults music, games, movies and virtual reality to unexpected levels.

About the Claire’s Place Foundation
Claire’s Place Foundation, Inc. is a 501 (c) (3) non-profit organization that supports children and families affected by cystic fibrosis (CF). The Claire’s Place Foundation is named in honor of Claire Wineland who lived with cystic fibrosis all her life and died at the age of 21. Claire was an activist, author, TEDx speaker, social media star and received numerous awards. Claire’s founding was a way for her to ensure that other people living with CF had the same hope, strength, and joy as she did. Recipient of the Los Angeles Business Journal’s “Small Nonprofit of the Year” award, the foundation provides grants to families affected by cystic fibrosis, providing emotional and financial support. Today, the Claire’s Place Foundation continues to carry on Claire’s legacy. For more information and to donate, please visit

About the FCB Health Network
FCB Health Network is one of the world’s most award-winning communications networks, focused on creating revolutionary marketing solutions for consumers, patients and healthcare professionals. With specialized units covering a wide range of health and wellness practices, FCB Health Network employs more than 2,800 people across an extensive global network, offering multi-channel capabilities that include DTC and HCP communications, professional training, branding, scientific services, strategic planning and media services. Its integrated agency offering includes AREA 23, AREA 23 ON HUDSON, BX – Brand Experience Design Group, FCB Health & Robin Copenhagen, FCB Health Afirma Belgrade, FCB Health Amsterdam, FCB Health Brasil, FCB Health Canada, FCB Health Energy Milan, FCB Health Frankfurt, FCB Health Hampshire, FCB Health LL Conseil Paris, FCB Health London, FCB Health Madrid, FCB Health New York, FCB Health Reaktör Istanbul, FCB Health Zurich, FCBCURE, IPG Health Frankfurt, IPG Health Munich, Mosaic Group, Neon , ProHealth, Solve (d), Studio Rx, Trio and YuzuYello. The network is home to 19 of the world’s 20 largest pharmaceutical companies and countless startups, biotech and biopharmaceutical companies. Cannes Lions, the world’s largest annual creative awards festival, named the AREA 23 network unit “Health Agency of the Year” in 2017 and FCB Health Network “Health Network of the Year” in 2018.Medical Marketing &Media(MM&M)elected FCB Health Network Company “Agency of the Year” in 2007, 2010, 2015 and 2017. The Clio Health Awards named FCB Health Network “Network of the Year” in 2019. In 2020, the FCB Health units New York and FCBCURE Network were appointed toMM & M’s “Best Places to Work ”, marking the third consecutive year that FCB Health New York has received the title. In 2021,Med Ad News’Manny Awards named FCB Health Network “Network of the Year” for the second time in three years.In 10 of the past 12 years, a FCB Health Network company has received the ‘Most Creative Agency’ award at the Manny Awards, while ‘Agency of the Year’ has been awarded in 2006, 2009, 2015, 2017, 2018 and 2020.

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