Across the competition, in both the Pharma and Health & Wellness disciplines, judges saw an upswing in work using levity to disarm, engage, and connect with audiences. In fact, nearly one-third of all award-winning work leveraged humor as a strategic tool to deliver healthcare messaging with impact. Check out the winning entries below.

This year’s two Grand Award winners reflected this creative shift within NYF Health by using humor to communicate complex or sensitive topics. 

Tessa Films/Fearless Mortals took home the 2025 NYF Health & Wellness Grand Award  “Let’s Change the Norm”  for Smartphone Free Childhood US, using humor to expose an uncomfortable truth about kids and smartphone access. The campaign reframed the casual handling of adult technology to children through comedy rather than fear. Relatable scenarios from a Russian hacker asking for social security numbers to a box of porn and mean girls in the corner criticizing used absurdity and wit to make viewers laugh first, reflect immediately, and reconsider what should be considered normal.

FCB Health New York, an IPG Health Company, earned the 2025 NYF Pharma Grand Award for “Skip the Drama” in which the campaign reimagined colon cancer screening by disguising health messaging as the next binge-worthy TV drama with humorous executions. Recognizing that colonoscopies are often perceived as invasive and intimidating, the team leveraged Cologuard’s at-home, non-invasive test to flip the conversation.

Cinematic tension, humor, and storytelling, combined with high-end production designed to mirror entertainment culture, extended across TV and social. “Skip the Drama” cut through stigma and delivered real-world impact, driving double-digit growth for Cologuard each quarter following launch, transforming an essential health message into a cultural moment.

 See all of the award-winning work in our Winners Gallery!