WOMEN’S DAY 2020

Content Strategy & Development, Story Development, Creative Director, Director

Agency: REP Digital

Diverse participation in clinical and observational trials is crucial to improving public health. Why? Because there are differences in response to therapeutics and treatments between men and women, and between races, in addition to well-established differences in cardiovascular disease processes.

Despite ongoing concerns about the rising rates of cardiovascular diseases in their communities, especially among women, African Americans have largely been underrepresented in these trials due to a lack of awareness and information. To solve for this, The National Institutes of Health turned to us to help them increase awareness about the importance of participation in clinical and observational trials, and to encourage diverse populations to participate.

As Creative Director on the project, I led a team of agency strategists and communications/public relations specialists in the development of a multi-dimensional 12-month content strategy, and the crafting of a poignant story emphasizing the urgency and benefits of African American community participation in trials.

This film kicked-off their 2020 Women’s Day event - a black tie gala in New York City. In addition, the film’s multi-dimensional content strategy allowed us to generate scores of content in different formats and lengths for multiple stakeholders to drip out across social and PR channels throughout 2020.