Edelman
A Personal Voice
In a rare opportunity, we were asked to create and write a print ad for our own agency.
We’re used to writing ads for clients.
Building one for ourselves? That’s a whole new challenge.
On the heels of several of our healthcare campaigns winning Comprix nominations, our office decided to spread the word and celebrate ourselves with a 1-1 print ad and online banner.
Edelman’s brand is trust. In healthcare communications, that aspect is even more critical. We need to give patients and healthcare professionals a voice, spread awareness, and accurately convey the realities of countless illnesses and their impact.
Following that theme, our design used the form audio wave drawn with the words of our messaging and ambition. Paired with the headline, the visual let the point land immediately, while having the deeper context in long-form copy for those who turned the page 90°.
CCO: Christian Anhut
CD: Johanna von Rhumour
AD: Annika Böttcher
The Copy
Every year, Edelman gives over 12,000 people across 13+ countries the chance to have their views heard.
In 2023, one thing was clear. People wanted the chance to speak.
67% of respondents stated that if health experts are trying to get them to change their behaviour, it is extremely important they give their audience a voice. People are tired of being spoken down to and we understand why.
At Edelman, every one of our award-winning healthcare campaigns – and there are a lot of them – let affected people have their voices heard. Because no marketing manager, comms director or even CEO understands the experience of a health issue more than the individuals who live and work with it every day.
Whether they’re the nurse administering HIV tests to infants and pregnant people in Malawi; the person with nasal polyps who doesn’t know what their child smells like; or the husband who helps his wife get dressed since her MS diagnosis.
Every one of them deserves a voice.
If you want to convince people to change their lives, first you need to gain their trust.
The annual Edelman Trust Barometer has been guiding companies for over 20 years on what the public thinks institutions are doing right, what they’re perceived to be doing wrong, and how to build meaningful and powerful campaigns based on our findings.
We are the authority on Trust.
We know it has to be earned through real, tangible action.
That’s how we build healthcare campaigns that are insightful, authentic, beautiful, impactful and, most importantly, trustworthy.