Campaigns aiming to raise awareness and collect donations for medical research and humanitarian actions to face pandemics and diseases such as HIV or cancer have been a constant since the early 2000s.

2020, however, saw a new scale of health communications, and once again, agencies mobilised to get the message across in inventive and empathetic ways. 

In parallel, discussion sparked around mental health, widening the scope of well-being campaigns. Indeed, there had been ads depicting issues such as addiction or body image for many years, but the stigma around mental disorders as a whole was only broken more recently in advertising, changing perceptions for the better.