In a bid to tackle iron deficiency in Cambodia, it was discovered that cooking with a block of iron can help increase iron intake. The challenge was to encourage people to cook with that block of iron but by shaping it into a fish (a symbol of good luck in Cambodia) its usage was encouraged. The outcome was a 50% drop in iron deficiency after 9 months and 2.6 billion global media impressions.
In the category of PR in Cannes Lions 2015 Lucky Iron Fish won GOLD in Healthcare & Wellbeing.
ad agency: Geometry Global (Dubai office)
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Addendum: The Lucky Iron Fish just won Grand Prix as well tonight. tweet related
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PermalinkThey won't keep it for long. Just until Cannes discovers that this is a fish developed in 2008 and a project started in 2012, before the Dubai agency even existed.
https://en.wikipedia.org/wiki/Lucky_iron_fish
https://www.youtube.com/watch?v=KJM7Nj1DCwk
and the final conclusive evidence:
https://theglyptodon.wordpress.com/2012/03/27/the-lucky-iron-fish/
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PermalinkPlease read this: Dr Charles Lucky Iron Fish isn't as fishy as you might think. Cheers.
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PermalinkAlso read Gavin Armstrong own statement, and check the photo as he poses with the Grand Prix they won
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