Healthcare Marketing Impact Awards - 2024

Campaign: The Trial for #ClinicalEquality “Worth Less”
Agency/Firm: FCB Health New York, an IPG Health Company
Client: FCB Health New York, an IPG Health Company

In 2020, FCB Health New York launched The Trial for #ClinicalEquality, a self-funded pro bono campaign designed to raise awareness about the lack of diverse representation in clinical research. Four years later, the agency decided it was time to take a different approach.

“We needed to raise the stakes of this problem to get more clinical trial sponsors to understand that diversity is worth the investment,” the IPG Health agency said in its entry.

Based on a 2022 report commissioned by Congress — which found the lack of diversity in clinical trials harms research, undermines trust in healthcare and costs U.S. taxpayers billions of dollars — FCB Health New York created another push called “Worth Less.”

The agency used generative AI licensed from Adobe Stock to create 15 portrait-like images designed to showcase how the lack of diversity in clinical trials costs everyone — even clinical trial sponsors. Through media donations, FCB Health New York turned seven of these portraits into print ads, digital posters and banners, and OOH ads.

In only two months, “Worth Less” pulled in more than $95,000 in donated media and tens of thousands of dollars in campaign production donations, according to FCB Health New York. The donated media placements, along with social media efforts, have resulted in over 4.7 million global impressions, the agency wrote in its entry.