Features
Matt Middleman, M.D., founding partner and CEO, LifeSci Communications
December 9, 2022
10:00 am

6 campaigns that let people speak for themselves

Legendary Patients Deserve a Legendary Hospital — SickKids Foundation

SickKids is Canada’s largest charitable fundraiser for The Hospital of Sick Children. In a campaign that launched with a two-minute video, SickKids highlights the stories of more than 40 patients and 25 healthcare workers. The series has continued with a social media campaign sharing more details from each of the stories. The messaging and visuals are consistent, memorable and empowering to children and adults alike. Learn more here.

A Thousand Words About NTM — Insmed

This initiative, designed to shed light on the experience of living with nontuberculous mycobacterial (NTM) lung disease, combines the impact of hearing patients describe their experience with the power of storytelling through art. The campaign website features videos of people telling their stories while also showcasing how artists have translated their individual struggles with NTM into different visual mediums. The result is unique and powerful. Learn more here.

There’s Nothing Comic About Dyslexia — Dyslexia Scotland

This campaign takes the uncommon approach of making Comic Sans, a font “that faced prejudice of its own for over 28 years,” the main character of a film describing its dyslexia-friendly characteristics. The impact is both amusing and educational, with a call to action for designers to develop more inclusive fonts that are accessible to all. Learn more here.

#BeautyBias — Dove

Dove found an opportunity to give voice to thousands of women in its #BeautyBias effort, first through a series of on-the-street videos of women in London and then through a social media hashtag that further extended the campaign’s reach. The content shows — not tells — how beauty standards can impact every aspect of life. It’s a challenging topic that becomes accessible and relatable through hearing women describe their own experiences. Learn more here.

Uncovering TNBC: Stories of Resilience — Merck

Merck collaborated with advocacy groups to develop this video series featuring Nigerian-American actress Yvonne Orji speaking with three Black women about their experiences with triple-negative breast cancer (TNBC). The campaign is designed to highlight the disproportionate impact that TNBC has on Black women and share examples of how members of the community can lift one another up and spread awareness. These stories of resilience are deeply genuine and impactful. Learn more here.

Underfunding — MQ Mental Health Research

This campaign, created for World Mental Health Day in 2021, employs the simple but effective tactic of showing a Google search that defines “underfunding” as the reason for lack of attention and adequate treatment for mental health disorders. Mental health challenges affect everyone and MQ does a fine job of showing how we all can play a role in treating and preventing mental health disorders. Learn more here.

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Features

6 campaigns that let people speak for themselves

LifeSci Communications CEO Matt Middleman highlights six efforts that let those who are impacted by challenges speak to and beyond under-recognized populations.

Matt Middleman, M.D., founding partner and CEO, LifeSci Communications
December 9, 2022
10:00 am

Slideshow

Legendary Patients Deserve a Legendary Hospital — SickKids Foundation

SickKids is Canada’s largest charitable fundraiser for The Hospital of Sick Children. In a campaign that launched with a two-minute video, SickKids highlights the stories of more than 40 patients and 25 healthcare workers. The series has continued with a social media campaign sharing more details from each of the stories. The messaging and visuals are consistent, memorable and empowering to children and adults alike. Learn more here.

A Thousand Words About NTM — Insmed

This initiative, designed to shed light on the experience of living with nontuberculous mycobacterial (NTM) lung disease, combines the impact of hearing patients describe their experience with the power of storytelling through art. The campaign website features videos of people telling their stories while also showcasing how artists have translated their individual struggles with NTM into different visual mediums. The result is unique and powerful. Learn more here.

There’s Nothing Comic About Dyslexia — Dyslexia Scotland

This campaign takes the uncommon approach of making Comic Sans, a font “that faced prejudice of its own for over 28 years,” the main character of a film describing its dyslexia-friendly characteristics. The impact is both amusing and educational, with a call to action for designers to develop more inclusive fonts that are accessible to all. Learn more here.

#BeautyBias — Dove

Dove found an opportunity to give voice to thousands of women in its #BeautyBias effort, first through a series of on-the-street videos of women in London and then through a social media hashtag that further extended the campaign’s reach. The content shows — not tells — how beauty standards can impact every aspect of life. It’s a challenging topic that becomes accessible and relatable through hearing women describe their own experiences. Learn more here.

Uncovering TNBC: Stories of Resilience — Merck

Merck collaborated with advocacy groups to develop this video series featuring Nigerian-American actress Yvonne Orji speaking with three Black women about their experiences with triple-negative breast cancer (TNBC). The campaign is designed to highlight the disproportionate impact that TNBC has on Black women and share examples of how members of the community can lift one another up and spread awareness. These stories of resilience are deeply genuine and impactful. Learn more here.

Underfunding — MQ Mental Health Research

This campaign, created for World Mental Health Day in 2021, employs the simple but effective tactic of showing a Google search that defines “underfunding” as the reason for lack of attention and adequate treatment for mental health disorders. Mental health challenges affect everyone and MQ does a fine job of showing how we all can play a role in treating and preventing mental health disorders. Learn more here.

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One of our most powerful tools in healthcare communications is the ability to bring underrecognized populations or topics to the forefront, and give a voice to those who might not otherwise speak up about their challenges. These campaigns do an effective job of spotlighting important topics, either through creative and powerful messaging and visuals or by letting those impacted speak for themselves.

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