Which pharmaceutical marketing campaign was the first to win the prestigious Cannes Lions Grand Prix for Good award for its innovative approach to raising awareness about Parkinson's disease symptoms?

The pharmaceutical and medical device industries invest billions in marketing campaigns each year. Beyond simply promoting products, these campaigns often aim to raise awareness about health conditions, educate patients, or change prescribing behaviors. This trivia question focuses on a groundbreaking marketing approach that changed how we think about medical advertising and patient engagement.

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"Breathless Choir" by Philips (featuring COPD patients forming a choir)
"Tremor" by Charité Berlin (using smartphone vibrations to simulate Parkinson's tremors)
"This Is Why" by Medtronic (documenting real patient stories with deep brain stimulation devices)
"Second Life Toys" by Dentsu (showcasing organ transplantation through repaired stuffed animals)