Tristan Reid: My Top 3 @ LIA
Tristan Reid, Group Engagement Director, Ward Marketing Group, Sydney represented Australia on the Health & Wellness jury at LIA in Las Vegas.
Reid, along with most of the other Australian and New Zealand jurors, presents his top 3 favourite campaigns from the Health & Wellness competition, exclusively for CB…
New Zealand Herpes Foundation ‘Make New Zealand the Best Place in the World to Have Herpes’ (Gold)
Agency: Motion Sickness
A piece that perfectly captures the irreverent humour New Zealand is known for, while delivering an incredibly impactful message. By tackling the stigma of living with herpes through a series of online education modules that are as entertaining as they are informative, the campaign succeeds brilliantly in normalising conversation around sexual health. It’s smart, brave, and unmistakably Kiwi.
Vaseline ‘Vaseline Verified’ (Grand LIA, Gold)
Agency: Ogilvy Singapore
In a world overflowing with misinformation, Vaseline flipped the issue on its head. Instead of simply issuing corrections to viral “Vaseline hacks,” the brand created Vaseline Verified—a campaign that activated real scientists to test trending claims. When a hack proved useful, it earned the “Vaseline Verified” badge. It’s a clever, contemporary idea that turns social media chaos into a moment of credibility and education.
Equality Health Foundation ‘Inequality Billboards’ (2 x Bronze)
Agency: Area 23, an IPG Health Company, New York
As a data nerd, this one hit home. By linking population-health metrics such as education and access to care with life expectancy, the team created an interactive atlas exposing inequality across the U.S. The accompanying OOH campaign drove the message home with provocative lines like, “Turn left to live to 69. Turn right to live to 79.” Beyond the creativity, what makes this work special is its potential for real-world impact—politicians have already pledged to use the tool to improve conditions in their electorates.