Social Saga wins Gold & Silver at afaqs! Foxglove Awards 2026

On 23 October 2026, at the 12th afaqs! Foxglove Awards in New Delhi, the posts we design for Motherhood Hospitals won two medals for Best Social Media Design: Gold in the South region and Silver at the national level. The campaign at the centre of the entry was The Ripple Effect, which we made for International Women's Day 2026.

The short answer

Social Saga won Gold for Best Social Media Design (South) and Silver for Best Social Media Design (National) at the afaqs! Foxglove Awards 2026. The entry, "Motherhood Hospitals x Social Saga", was a selection of our posts for Motherhood Hospitals, led by The Ripple Effect, a Women's Day campaign with more than 9 million views. The Foxglove Awards are run by the marketing publication afaqs! for agencies twelve years old or younger, and this edition judged 86 sub-categories in ten categories, with a national list of winners and four regional ones.

What was The Ripple Effect?

The theme of International Women's Day 2026 was Give To Gain. We wanted a campaign on that theme that could only have come from Motherhood Hospitals, built on the hospital's own language and its belief in women's health at every stage of life.

The idea had two meanings. The Ripple Effect followed Motherhood's care through a woman's life, from preconception and fertility to pregnancy, postpartum, paediatrics and beyond. It also showed that care reaching past her: what we give her today becomes what the generations after her gain, so care for one woman ripples across many lives. Every post carried the hashtag #CareThatRipples.

How did the campaign unfold?

It began with teasers that traced one woman's life. "From her first heartbeat, she is wrapped in care," said the first. As she grows she learns and chooses her own path, and then she creates and transforms. The order mirrored the hospital's care across fertility, pregnancy, postpartum and paediatrics, and each stage showed how what a woman gains from care today can shape what comes next.

Then the ripple moved through each part of that care. The fertility posts were about possibility, clarity and hope, and how understanding her fertility helps a woman plan a family and keep her options open. The maternity posts followed pregnancy, birth and the first steps and first words that come after. The childhood posts went from neonatal care to milestones: "Every life begins as a ripple, small and fragile."

The final grid brought the campaign full circle. "Here, the smallest heartbeat creates the widest circle," reads one post, and the last says, "She has lived every ripple. Now she guides the next." Together they show care that begins with one heartbeat at Motherhood and comes back through the generations that follow.

How was it designed?

Every post was built on the same rippling, layered backdrop in three soft colours, lilac, sage green and ivory, so the series reads as one story when it sits together in a feed. Each post sets one word large (care, learns, possibility, ripple), and the rest of the line sits around it, so a post can be read at a glance.

What else was in the entry?

The Ripple Effect led an entry of our Motherhood work, much of it on subjects that are hard to show on a hospital's feed.

• If Trimesters Were Albums turned the three trimesters of pregnancy into three albums, each with its own cover art and a streaming-style tracklist of familiar pregnancy moments. It drew more than 14 million views.
• #CareInEveryLatch, our series for Breastfeeding Week 2025, took on the myths about colds, water, honey and janam ghutti. Table for Two, a restaurant menu for a new mother's nutrition, reached about 2 million views, and Formula One, which used a Formula 1 analogy to take the stigma out of formula feeding, reached 4.6 million.
• A Polio Free Tomorrow turned the threat of polio into an animated adventure in a child's world, ending on a future where every baby grows up polio-free. It drew more than 1.6 million views.
• Making the Invisible Visible told the experience of endometriosis with yellow barrier tape that turns everyday dismissals like "You look fine" and "It's normal" into a physical barrier. As the carousel goes on, the tape drops and a lit hospital entrance stands for recognition and care.
• Beyond the Literal kept sensitive subjects out of literal pictures: postpartum haemorrhage as a wilting flower with falling petals, the risks of an untreated urinary tract infection in pregnancy as a silhouette of crossed legs and, for World Music Day, sound waves shaped into a womb around a baby.
• When PMOS, the new name for PCOS, began trending, we used the moment to explain the condition, its symptoms and its impact in an orchid-led visual language.
• Care on the Runway took Motherhood's message of care into couture during the Met Gala, around one idea: fashion changes, but care remains constant.
• A New Home for Care built up to the launch of the Motherhood Children's Hospital page with teasers inspired by animated children's films.

Why a design award for a hospital means a lot to us

"Healthcare communication can easily become predictable, clinical and forgettable." That was the first line of our entry. For Motherhood, our answer was storytelling, cultural moments, metaphors and unexpected visual worlds that make health conversations more human, relatable and memorable. Since 6 October 2026 the National Medical Commission's guidelines have ruled out patient testimonials, before-and-after pictures and unproven "best" claims for hospitals and doctors, so a hospital's feed has to earn attention with clear, careful design rather than big promises. Our healthcare marketing page sets out how we work inside those rules, and our social media marketing page covers what we make for every client. More of our Motherhood work, including #CareInEveryLatch and The Fertility Trial, is on our work page.

Thank you

To the team at Motherhood Hospitals, for trusting us with their feed. To our designers Arshi and Disha and our strategists Monika and Chelsea, who made the work; you can meet them on our team page. And to the afaqs! jury.

Frequently asked questions

What did Social Saga win at the afaqs! Foxglove Awards 2026?

Gold for Best Social Media Design (South) and Silver for Best Social Media Design (National), at the 12th afaqs! Foxglove Awards in New Delhi on 23 October 2026. Both were for "Motherhood Hospitals x Social Saga", a selection of our posts for Motherhood Hospitals.

What was The Ripple Effect campaign?

Our International Women's Day 2026 campaign for Motherhood Hospitals, built on that year's theme, Give To Gain. It followed the hospital's care through a woman's life, from fertility and pregnancy to a child's first steps, and showed that care passing on to the next generation. It ran under #CareThatRipples and drew more than 9 million views.

What are the afaqs! Foxglove Awards?

Awards for agencies twelve years old or younger, run by the marketing publication afaqs!. The 12th edition, held in New Delhi in October 2026, judged 86 sub-categories in ten categories and named a national list of winners and four regional ones.