INSMED
Putting a name to what happens when patients aren’t heard
Feeling “unseen” at the doctor’s office is a frequent occurrence for many women over 50. The lack of confidence to advocate for themselves in front of their HCPs has hampered outcomes for years, especially in chronic lung conditions like bronchiectasis (BE).
So we brought a communications-led campaign by naming this stigma "unseenism," which lives at the intersection of ageism, sexism, and chronic health conditions. I also crafted a comprehensive narrative for media channels to use in patient and professional comms.
Virtual Panel
To launch, we enlisted heralded actor Jane Seymour to speak up for 50+ women everywhere who have been relegated to the sidelines of their own health.
Earned Impressions
The Expose Unseenism story, as part of the Speak Up for BE campaign caught fire, with 2+ billion earned impressions to date, and has sparked urgent conversations around self-advocacy.
BE the Voice
Creative Direction, Earned Media, Campaign Development, Integrated Media, XD Digital
Insmed becomes a champion for cross-generational wisdom-sharing, progressing a social cause that ensures no voice is left untapped, whether silenced by bias or the devastating impact of bronchiectasis. The BE community comes together to create one unignorable AI voice that encourages BE patients to speak up when they flare up.
