Carmen Botelho, Global Creative Director and Managing Partner at Float Group, was part of the winning team of the RB & Lions Health Innovation Hack 2017. This year, the hack challenged the teams to find creative solutions to pollution-related problems, specifically something to protect babies and toddlers from the negative effects of air pollution in China, where babies between 0 and 3 years old can’t wear masks.
From July 17th-18th, the hack gathered some of the most brilliant creatives and innovators in the health area, as well as I&D and marketing executives from Reckitt Beckinser (RB), the leading company in health and hygiene consumer goods.
The focus was on China, where estimates show that more than a million people die each year from causes related to pollution. For two consecutive days, resulting in about 28 hours of work, the winning team worked on a proposal of a pollution repellent, that will be developed by RB in the future, creating a new product category for the company.
The ideas were presented and judged on site by an expert panel: Roberto Funari, RB Executive Vice-President, and Professor Jingang Yang, from the Fuwai Hospital, and Director of the Department of Health Communication at the Chinese National Center for Cardiovascular Diseases in Beijing, among others.
In the words of Carmen Botelho, “it was a very exciting challenge, and I’m very honoured to have been a part of it, representing both Float Group and Portugal. For two days, an incredible team shared their knowledge and experience for a global health cause, and we ended up winning. I’m very happy with the outcome.”
Float Group was the only agency representing Portugal in the hack that took place during the Lions Health 2017.