Understanding healthcare ecosystems to reframe the challenge of ending cervical cancer
Developing messaging to drive change at scale (Pharmaceuticals)
Opening minds to improve health outcomes
CHALLENGE: Develop messaging and engagement strategies to shape cultural attitudes and behaviors around HPV and cervical cancer. Upskill project stakeholders with inspired creative confidence to takeaway and instill throughout their organization.
PROCESS & APPROACH: Researching across history and industries, we analyzed a broad range of frameworks and catalysts for cultural change—women’s suffrage, alternative medicine, adoption of seatbelts, the film Philadelphia, #MeToo, and more. We engaged a diverse group of experts (political strategists to behavioral scientists) for in-depth interviews on sparking cultural change. The project culminated in Boston for two days of immersive experiences and creative upskilling: At the MFA, we opened our minds and learned to ‘see, think, and do’ like great artists before diving into a full day of collaboration with systems thinkers, entrepreneurs, and social leaders creating big ideas to catalyze change. Project deliverables included weekly research newsletters, a detailed final report, and a summary video bringing viewers into the process and spirit of the work.
RESULTS: We identified three key stakeholder groups who need to be engaged in order to spark a movement that changes attitudes at scale: HCPs, families, and young adults. Mapping stakeholder ecosystems frames the problem from key perspectives, revealing intervention points to leverage for change.