Self-Care Marketing Awards

Entry Deadline

All entries must be submitted by 5:00 p.m. ET on Friday, July 11. 

Entry Fee

The entry fee is $249 per award category. You will be able to submit your fee using the online nomination process.

Eligibility & Expectations

Who Can Submit?

Award categories are open to manufacturer or associate CHPA member companies. The entity submitting the entry may be an agency, client, production company studio, or other firm that supported the CHPA member in its self-care marketing campaign.

The self-care marketing campaign must be for a CHPA manufacturer company; an associate member may not submit a nomination showcasing work with a non-member.

Geographic Expectations

The self-care marketing campaign must be a U.S.-based campaign.

Number of Awards Submitted

• One company may not submit more than 10 nominations.
• A company may not submit the same campaign across several categories.
• A company may submit more than one campaign to the same category as long as the campaign is unique and not duplicative. 

A Note About Under $5M Campaigns

For the “Under $5M” categories, the ENTIRE brand marketing budget must be under $5M, not just this specific campaign’s budget. This means larger brands with total marketing budgets over $5M are not permitted to enter the “Under $5M” categories, even if the specific campaign budget was under $5M.

Categories Not Included

• Any product that does not include a Supplement Facts Label or Drug Facts Label is not eligible, with the exception of OTC medical devices (i.e. thermometers, glucose monitors).
• Functional Foods are not eligible. 

NEW! Timeline Eligibility 

To be eligible, the campaign must have been active during January 1, 2024 – May 31, 2025, to qualify. Qualifying campaigns must have been active for at least part of the eligibility period. 

Judge Expectations & Confidentiality

• Judges encourage companies to include actual sales figures to be able to more easily identify the impact of the campaign. If you are unable to include sales figures, please explain why in your nomination. Sales figures will not be made public.
• If there are any parts of your entry that should remain confidential (ex: budget, sales, market share), please specify in your entry.
• If your entry does not include all the award requirements specified, it will not be judged.

Finalist Expectations

Each award finalist must be represented during the awards presentation ceremony at the Bellevue on Wednesday, November 12, 2025.

Brand Marketing Budget vs. Campaign Marketing Budget

Brand Marketing Budget refers to the entire brand marketing spend on all campaigns that fall within a specific brand. These could be various activations throughout the year, including creative development and execution across all activities. For example, BRAND A has three campaigns it runs throughout the year. The total budget for all three campaigns consists of its total brand marketing budget.

Campaign Marketing Budget refers to the marketing spend for all elements of that specific campaign. For example, BRAND A runs a campaign from June-August focused on a summer season push with social, digital, influence amplification. The marketing spend on all activities for this campaign would consist of the campaign marketing budget.

Award Entry Requirements by Category

NEW! Best Omni-Channel Shopper Solution

Judges will be looking for the best examples of manufacturers and retailers collaborating to provide effective omni-channel shopper programs. Campaigns will demonstrate a creative, connected shopper journey and showcase how manufacturers and retailers are connecting the dots in their engagement strategies to ensure simple, seamless, effective experiences across the shoppers’ path to purchase. Shopper journeys can include in-store, online, customer service, loyalty programs, mobile apps, delivery services, social media, aisle disruption, among other channels. Judges will want to see how the program is connected to provide a fully integrated “shopper journey” from beginning to end. 

In your entry (750-word maximum), please be sure to include:

• Explanation of the strategy and research, audience, goals/objectives, digital platform(s) and performance/impact in a summary (must include total brand marketing budget and total campaign budget, campaign duration with exact dates, campaign elements and results/metrics, including impact on sales and market share)

• Three creative samples to accompany the entry 

  For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P

Judges will score on the following criteria:

• (30%) Creativity, originality, and innovation: Does the campaign demonstrate creativity in its concept, strategy, and execution? Does it showcase originality or innovation?
• (40%) Execution: Does the shopper program incorporate a seamless connected shopper journey to achieve results?
• (30%) Campaign effectiveness and intended impact: Did the campaign achieve its intended objectives? Do metrics support its demonstrated impact?

NEW! Best Public Health Campaign

This award aligns with the Health In Hand Foundation mission and honors a company that has demonstrated a profound commitment to protecting and promoting public health, driving positive societal or cultural changes that contribute to the greater good. Through innovative programs, partnerships, and initiatives, this company has gone above and beyond to improve health outcomes, raise awareness, improve access, and inspire lasting change. Whether through advancing sustainable health practices, tackling health inequities, promoting safe use, supporting point of care outcomes, or fostering community well-being, this award recognizes organizations whose efforts create a healthier, more vibrant future for all. Campaign must be part of a company’s consumer healthcare brand(s). 

In your entry (750-word maximum), please be sure to include:

• Explanation of the strategy and research, audience, goals/objectives, social purpose statement/organizational goals, performance/impact in a summary (must include total campaign marketing budget, campaign duration with exact dates, campaign elements, and results/metrics)

• Three creative samples to accompany the entry 

  For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P

Judges will score on the following criteria:

• (20%) Business-based social purpose: Does the campaign align with the business or brand’s social purpose and organizational goals as it relates to promoting public health?
• (20%) Leadership: Does this campaign demonstrate leadership in a specific public health issue?
• (30%) Execution: Does the campaign masterfully mobilize audiences or attract public attention? What strategies are established to advance the cause?
• (30%) Campaign effectiveness and intended impact: Did the campaign achieve its intended objectives? Do metrics support its demonstrated impact on public health?

Best Digital Campaign

Judges will be looking for a campaign that showcases the ability to use one or more digital channels to achieve objectives with the successful delivery of high-quality creative content in the right place, at the right time. High marks will be given to brands that have created content and experiences that captivate and connect with the consumer in the digital space, maximizing end user engagement and conversion. 

All digital channels will be accepted, including AI, influencer marketing, social media, and performance marketing (paid search, SEO, etc.).  

Best Digital Campaign is split into two categories: companies with an overall brand marketing budget of less than $5M and companies with an overall brand marketing budget of more than $5M. 

In your entry (750-word maximum), please be sure to include:

• Explanation of the strategy and research, audience, goals/objectives, digital platform(s) and performance/impact in a summary (must include total brand marketing budget and total campaign budget, campaign duration with exact dates, campaign elements and results/metrics, including impact on sales and market share)

• Three creative samples to accompany the entry 

  For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P

Judges will score on the following criteria:

• (20%) Creativity, originality, and innovation: Does the campaign demonstrate creativity in its concept, strategy, and execution? Does it showcase originality or innovation?
• (20%) Target market relevance and promotional effectiveness: Does the campaign clearly showcase who the target audience is? Is the campaign effective in attracting or involving the target audience? Does the content captivate and connect with the consumer?
• (30%) Effective use of technology: Is the content effectively tailored and targeted on the selected digital platforms? Is each platform optimized for the greatest impact?
• (30%) Campaign effectiveness and intended impact: Did the campaign achieve its intended objectives? Do metrics support its demonstrated impact?

Best Product Launch Campaign

Judges will be looking for a new product launch that solves an unmet consumer need through state-of-the-art product innovation and a go-to-market strategy that drives performance and achieves objectives. Entries may be for a current brand, new brand, or a line extension to an existing brand. Revitalized/re-launched brands are not eligible for entry.

Best Product Launch Campaign is split into two categories: companies with an overall brand marketing budget of less than $5M and companies with an overall brand marketing budget of more than $5M.

In your entry (750-word maximum), please be sure to include:

• Explanation of the strategy and research, audience, goals/objectives, innovative technology/engineering information, and performance/impact in a summary (must include total brand marketing budget and total campaign budget, campaign duration with exact dates, campaign elements and results/metrics, including impact on sales and market share)

• Three creative samples to accompany the entry 

  For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P

Judges will score on the following criteria:

• (35%) Innovation: Does the product sold address an unmet consumer need through first-in-class innovation? What technology and/or engineering is used to make this product ground-breaking?   
• (30%) Execution: Does the go-to-market strategy incorporate creativity and innovation to achieve results? Does the brand effectively communicate the product benefits to the right audience?
• (35%) Launch effectiveness and intended impact: Did the launch achieve its intended objectives? Do metrics support its demonstrated impact?

Best Overall Multicultural and Inclusive Campaign

Judges will be looking for a multicultural and inclusive marketing campaign that represents a diverse audience, which may include Hispanic, African American, Asian, LGBTQ+, and/or People with Disabilities. The campaign should authentically connect the brand’s commitment to diversity, equity, and inclusion. The campaign also should make the diverse audience feel recognized, heard, and understood, building trust and relationships for future communication.

In your entry (750-word maximum), please be sure to include:

• Explanation of the strategy and research, audience, goals/objectives, DEI/multicultural organizational goals, and performance/impact in a summary (must include total campaign marketing budget, campaign duration with exact dates, campaign elements and results/metrics, including impact on sales and market share)

• Three creative samples to accompany the entry 

  For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P

Judges will score on the following criteria:

• (30%) Diversity: Does the campaign portray a diverse audience/community? Are the materials and messages culturally appropriate and relevant?
• (30%) Authenticity: Does the campaign authentically represent its audience with cultural insights, depth, and empathy?
• (40%) Impact: Does the campaign have a cultural impact in terms of raising awareness and exposure? Does it challenge viewers to reject conventional cultural stereotypes? Does it highlight the minority group’s benefit to society? Do metrics support its demonstrated impact?

People’s Choice Award

In late October, each finalists’ campaign will be featured on a custom landing page for the general public to vote for their favorite. The campaign with the most votes will be announced the night of the Gala alongside the other awards. Members are encouraged to promote their campaign as they desire.

How to Enter

Complete your entry form here using the above guidelines and submit no later than 5:00 p.m. ET on Friday, July 11. 

1. Entry Length: Your award entry may not be longer than 750 words. Make sure to include all the expected elements based on the category upon which you’re submitting.
2. Campaign Summary: You will be asked to submit a 150-word campaign description to inform the finalist sizzle reel should your company be chosen as a finalist.

3. Creative Assets: You will be asked to submit at least three creative examples that support your entry, which may include campaign graphics, ads, mailers, videos, etc. Summary videos are acceptable, but metrics reports are not acceptable as a creative asset. 

   Videos are preferred as they will also be used in the creation of your campaign’s sizzle reel if you are chosen as a finalist. For images, please submit high resolution files that are at least 300 DPI; for videos, please submit full HD format with a resolution of at least 1080 x 1920P.

4. Payment: You will be asked to submit payment after your entry is complete ($249 per entry). 

Judging Information

After entries are submitted, a panel of esteemed judges from industry, retail, media, and academia will begin a thorough scoring process to select the top three finalists per category. Scoring entries will be made solely at the discretion of the judges and their decisions will be final. The winners are not known until the night of the Gala. Any judge who has a potential conflict of interest will not be allowed to judge that entry. 

Finalist Promotional Information 

Finalists and winners may opt into additional publicity through a social media toolkit, as well as request photo and video clips during the event itself of award acceptance speeches. Finalists and winners are encouraged to promote their campaign as they desire.

Representation at Health In Hand Foundation Gala

Each award finalist must be represented during the awards presentation ceremony at the Bellevue on November 12, 2025. 

Visit chpa.org/gala for information on purchasing tables or tickets. 

Questions? Contact Mary Leonard at mleonard@chpa.org or 202.429.3518.