#011 · 8th October 2023

Issue #011 is dropping a little later than usual. I’m ok with it. I hope you are. I can always make time to write because I love doing it. But there has to be balance. And the past couple of weeks feel like it’s been busy (ok, nothing new there). I’ve adjusted my part-time work schedule, and I’m getting used to my new routine. This is also out of whack with my partner's work schedule and slightly upped my childcare responsibilities until he moves into a new role which keeps getting put back and it looks like it might be January now when that happens. Which is quite frankly crap for us.

Plodding on though. I had a small win in the fussy-eating pre-schooler department this week. This kid has never been into sandwiches. Never. Who even is he!? It makes lunchtime really bloody tricky. I never know what to feed him. A mum friend suggested using cookie cutters on the bread to make the sandwiches more “fun”. A swift Amazon purchase later and all I can say is MANY Pokémon jam and honey sandwiches have been consumed this weekend. Aaaaah.

OK, that’s the life stuff. What about healthcare!? Well, I was super excited this week to have a piece published in Femtech World exploring the allure of Women+ Health trends on TikTok, and how they are also (as I am sure you can imagine) very problematic. Not just for the harm they can cause to individuals who experiment with them, but how the sheer mass of misinformation can diminish real progress in the category.

I’ve had another opportunity crop up to write for a healthcare creative journal, so I’m going to be getting stuck into that over the next couple of weeks and hope to share more in the coming weeks.

Enough about me. Shall we get into it?

We are in the midst of Nobel Prize season, so I couldn’t start this issue’s round-up without starting here! Why? The Nobel Prizes have a significant impact on shaping culture, especially in the fields of science, literature, and peace. From raising awareness of important issues, bringing recognition, and inspiring the next generation to completely transforming academic fields. And, there’s controversy in some of the winners too, which isn’t a bad thing either – as it brings more debate and discussion to important topics and the impact of the work behind the awards.

I’m certain one award that will come with some controversy is The Nobel Prize for Physiology or Medicine. This year, it has been awarded to the scientists who developed the technology leading to the mRNA Covid vaccine. The Nobel Prize committee said:

"The laureates contributed to the unprecedented rate of vaccine development during one of the greatest threats to human health in modern times."

But whilst there’s much to celebrate, those in the industry know all too well the complexities and contentious nature of scientific research and innovation. This technology has faced a huge amount of anti-vax backlash, and the community is outraged by the award. The ethical concerns around the long-term effects and side effects are also widely reported.

The latest PSA from the Sandy Hook Promise has dropped and it’s fantastic, it shot a chill down my spine. For those not familiar with Sandy Hook Promise, it is a US non-profit organisation led by several family members who lost loved ones in the Sandy Hook Elementary School shooting in 2012. Transforming tragedy into a movement to protect children from gun violence, with meaningful action and education. And this latest campaign doesn’t miss a mark.

According to the organisation, 80% of school shooters tell someone about their plans. But too often, people think that they are just joking. The new video aims to educate people on taking these threats seriously. Utilising the talents of prominent comedians to voice actual shooting threats, taking to the stage at the comedy club, as if they were jokes. It’s a very clever way to infuse humour, in fact, it’s not silly, it’s serious – and doesn’t make light of the issue, not one bit. It successfully leaves a powerful message, that’s sure to stand out and motivate people into action.

The video is also supported by an educational guide and online content to understand the signs and how to speak up. Because these shootings are not inevitable, but preventable.

Before you hit play, please note that this PSA contains sensitive content relating to gun violence that may be upsetting to some viewers.

Dexcom, a pioneer in glucose monitoring and technology for diabetes management has announced a second season of its Dexcom U program. Dexcom U is the only NIL program dedicated to supporting college athletes with diabetes, with the aim of putting an end to the misconception that living with the condition is a barrier to living out your dreams.

I’ve spoken about NIL programs in healthcare before, but just as a reminder for those outside of the USA, The Name, Image and Likeness policy allows young athletes to monetise and profit from their personal brand from an early stage in their sporting career. They can be a valuable source of income for students, giving them financial stability during their time at school and college.

They are also a unique opportunity for businesses and brands, not just in increasing exposure but in how companies can align with values and causes that the students themselves are passionate about. It’s clearly working for Dexcom as they enter the 2nd year of the initiative. There are currently 20 athletes, spanning 10 sports and a flurry of content that shares the journeys of the athletes, educational pieces and practical tips for diabetes management in sports from Dexcom U roster.  It’s delivered through the same sentiment of the Dexcom Warriors community and aims to raise up all athletes battling diabetes with the hope of inspiring others.

I saw this doing the rounds on LinkedIn last week, and thought it was worth a share… and some thoughts.

It’s a post about a new stunt for Lounge, a UK-based lingerie brand on a mission to make comfort, sexy. I say stunt, but really this is one of a long line of CGI activations, a trend that has been driven by luxury fashion and beauty brands. The stunt features massive boobs, squeezed into precarious spots and landmarks around London. And it’s been a super fun way for the brand to bring to life a core product benefit in finding the perfect fitting bra, coupled with the launch of a new London store.

OK, I get that lingerie isn’t quite healthcare, but it reminds me of a real-life stunt that was (and was probably a big source of creative inspiration). Massive inflatable boobs created by Elvie and Mother London, celebrating Mother’s Day, and fighting the stigma around breastfeeding and pumping in public. And it’s got me thinking about the role of CGI stunts for healthcare, and whether this opens a new opportunity for health communications.

There are certainly pros and cons. There are obvious benefits when it comes to saving money on the cost of physical productions as well as environmental. And CGI stunts have proven to be quite buzzworthy, and as they naturally live in digital spaces are a great way to create captivating moments in social media. What they do miss though, is the opportunity to engage with people and patients face-to-face. And for an industry that’s plagued with misinformation and distrust, do these CGI moments fuel that by creating false impressions about products and brands. The jury is out on this one. What do you think about this new trend, and if you’ve seen any good examples in healthcare, please share them.

We’re almost done here, but I have a few final things to share that have kept me busy, thinking and inspired in the past couple of weeks:

🗺️ First is a thoughtful and thought-provoking piece from my old colleague Sanah Ali. She explores how multicultural marketing (more nuanced than inclusive marketing), can help healthcare brands navigate religious beliefs, language barriers and stigma when creating communications materials.

🧱 Lego has partnered with international musicians to create a new genre of music – Rhythm and Bricks.  These lo-fi beats incorporating Lego brick sounds have been dubbed the ultimate soundtrack for stressed adults to find their flow… listen to the album below, whilst I consider how this line of thinking translates to stressed-out healthcare professionals.

📢 Have you heard of Broadcast Channels in WhatsApp and Instagram yet? I’ve been catching up. It’s a new feature that allows businesses and creators to send communications to a large number of customers or followers at once. It’s slowly been expanding over the past few months and it’s finally hitting consumer devices.

OK, I think that might be it this week.  I’m gonna try to stick to my fortnightly schedule as best as I can but remember to subscribe and that way you’ll never miss an issue!

Thanks again for stopping by!

Until next time ✌️