Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Asda’s project 'The Real Self Checkout' promotes breast cancer awareness by reminding people to check themselves out while checking out in-store. Asda's campaign addresses health disparities and appeals to consumers who expect brands to help encourage positive behavioural change through empathy.

Melanoma UK has launched an outdoor campaign using UV-sensitive posters to represent skin damage and provide transparent messaging to raise awareness of skin cancer. With temperatures soaring to new highs, this campaign uses the shock factor to cut through and encourage people to be safe in the sun.

For many Australians, dementia is top of mind as one of the most dreaded conditions. BrainTrack, a mobile app that monitors cognitive changes, gamifies tests to aid early dementia diagnosis. It empowers Aussies to take charge of their brain health while breaking the stigma surrounding memory loss.

How are people shunning soft approaches for firm control in their routines? What’s the value of togetherness in health and wellness spaces? Who are the people keen to work smarter, not harder, for their gains? Why are people demanding progressive and joyful stories about sexual health?