Live at Cannes Lions:  It all started right here at Cannes. Two companies came together to create a new media platform about healthcare and they’re back to talk about the launch.

Unbreakable is a branded entertainment platform that tells stories about people who have overcome or addressed a challenging health event. Two brands – Fox and TBWA – came together to create it and propel healthcare storytelling into a new era of entertainment.

Jan Livingston, EVP, Executive Creative Director at FOX Networks Group, and Theodor Arhio, Global Director of Creative and Content at TBWA, spoke at Cannes Lions about how to create content that people want, while providing brand safety, reach and targeting at scale.

Livingston said, that’s critical right now because the media industry overall is transforming. At Fox, they’re taking an audience-first mindset, meaning less interruption and more entertainment. For brands, it means turning ad time into brand storytelling time.

To give you a sense of what scale of change is happening: Fox has committed to reducing ad time from 12 minutes per hour to 2 minutes per hour by 2020.

They’re also creating new formats, thematically aligning ad content with entertainment content and co-creating original content.

There may not be a better example of that than Unbreakables.

The idea came from listening. Specifically to 172.4 million social discussions around cancer.

People were looking for information, yes. But also inspiration to power a fighter mindset

Healthcare is great at delivering that first part – information. But once people have fulfilled the need for information, they need hope.

There just wasn’t enough of that content – real inspiration – for what people were looking for.

That insight translated to a new television series called Unbreakables, filled with human stories about people overcoming a life changing event.

They’re already following 300 stories in experiences from cancer to sports injuries.

This isn’t a documentary that’s shot once and then promoted to advertisers. Instead, it’s a rich depth of content that lets Fox tailor each show to the brand its attached to, creating the right context for the brand its connected to.

Unbreakable will launch this summer.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.