From the Dubai Lynx jury room: ‘If you save one life, you are saving all humanity’

Last month marked five years since the start of the Covid-19 pandemic — a global crisis that reminded us that health is not just personal, it’s collective. It made one thing profoundly clear: communication saves lives. And just as powerfully, miscommunication — or disinformation — can cost them. This understanding was central to our judging process for the Healthcare category at Dubai Lynx 2025. Alongside my fellow jury members — and now friends — Carolyn Ellis, John McPartland, Katie Dean, Bakani Ntaisi, Joy Zhu and Bruno Bomediano, we were looking for more than just clever campaigns.

We searched for authentic, creative ideas that truly resonated with people’s lives. Ideas that understood the shifts brought about by the pandemic — shifts in how we relate to health, to each other, and to the messages we trust.

And we found them. We saw empathy not as a trend, but as action. Through powerful storytelling, thoughtful strategy, and smart use of technology, the shortlisted entries didn’t just speak to audiences — they connected deeply, often movingly.

Strangers campaign (bronze award), something that struck me a deep chord: a verse from the Qur’an — “If you save one life, you are saving all humanity.” That single line transcends faith. It speaks to compassion. To impact. And to the kind of creativity that can truly transform lives. It was a timely, humbling reminder of the power of purpose-driven work — especially in healthcare.

The Strangers campaign, launched by King Faisal Specialist Hospital & Research Centre, tells the powerful true story of eight lives saved by a single organ donor. With a subtle and emotional tone, the film highlights how one selfless act can create a legacy of hope, time, and future for others. Rather than dramatising the narrative, it allows the impact of organ donation to speak for itself.

The campaign deeply resonated with audiences, achieving a remarkable 98 per cent view-through rate for its 3-minute-44-second film and generating 100 per cent positive sentiment across 23 markets. Beyond awareness, it inspired viewers to consider registering as organ donors themselves.

Empathy and compassion, that is exactly what our Healthcare Grand Prix winner at Dubai Lynx delivered. The Insured Billboards campaign demonstrated what it means for a brand to not just talk — but to walk the walk. To show up for society. And in this case, to go the extra mile with honesty, heart, and intention.

The Insured Billboards campaign by easypaisa addresses a long-standing issue in Pakistan’s outdoor advertising industry: the lack of safety and insurance for billboard installers. By providing workers with full medical and life insurance, along with international-standard safety gear, easypaisa not only promoted its insurance products but also set a new industry benchmark for worker protection. The campaign has been widely praised for turning advertising into tangible action — sparking vital conversations around labour rights and inspiring other brands to follow suit

Judging in Dubai, in the heart of the MENA region, made this experience even more special. We were surrounded by work that was bold, rooted in local culture, and built on a deep understanding of people.

Across every category, we saw ideas that didn’t just move audiences — they moved society forward. In a region known for its generosity, resilience, and storytelling, creativity is clearly thriving — and rising fast.

It’s been a true privilege to be part of this experience.

Thank you to the Dubai Lynx Awards for the opportunity, and to Simon Cook for championing creativity that truly matters. And to my fellow jurors — thank you for the insights, the conversations, the laughs, and the inspiration.

By Roberta Raduan, Dubai. Lynx Jury President for Healthcare, and the Managing Director – LatAm at Klick Health