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Gender bias has bubbled to the surface of nearly every industry. And now, healthcare is in the spotlight. Healthcare is failing women in America, and has been for decades. 1 in 2 … read morewomen’s health concerns go unheard. 83% of women with chronic pain have experienced gender discrimination from doctors. Their concern is often met with claims they’re "overreacting," "it’s all in their head" or "you're probably just stressed." And as we've seen, prejudice doesn’t stop there, it’s furthered by racism, sizeism, ageism, homophobia and transphobia. No stranger to tackling hard conversations and polarizing topics, Blue Shield of California is taking a stand on this issue of gender bias in its latest campaign, Hear Me, developed in collaboration with agency partner Butler Shine Stern & Partners (BSSP). And what better way to shine a light on the issue than to hear stories from real women facing it each day -- including tennis champion and entrepreneur, Venus Williams. The new spot that sits at the center of the campaign shows Venus and other women asking what it would take for them to be heard by medical professionals. Would they need to be more educated, dress differently, more or less assertive, thinner, older, white or just not a woman? Only if we listen, can we end gender bias in healthcare. As a way to further illuminate these powerful stories, the team also produced longer-form “Behind the Stories” videos featuring Venus and two other women featured in the spot, chronicling times when they were ignored by their doctors that will live on the brand’s owned channels (website and YouTube). Venus tells the story of her emotional journey being diagnosed with auto-immune disease, Sjögren's Syndrome, and how having a clear diagnosis and doctors who listened changed her life. Teneisha shares her experience with being dismissed by her doctors who missed her ectopic pregnancy and how she had to rely on her gut to get the medical help she needed. Katie shares her struggle with Ovarian Cancer, and the doctors who repeatedly misdiagnosed and dismissed her pain. Directed by Amandla Barakaand (who is known for her commercial work with brands like Target, American Express and Adidas) and brought to life with an all-female crew, the new campaign began airing today (9.20) on major broadcast and cable TV stations across CA, as well as Connected TV. The campaign also includes a social media extension, a partnership with the LA Times and various event appearances for Venus.
read less...CLIENT: Blue Shield of California
Blair McGrain - Vice President, Brand and Consumer Acquisition
Suzanne Buffington - Senior Director Brand, Advertising and Sponsorships
Betsy Bellotti - Senior Brand Strategist, Advertising
AGENCY
Mark Yee - Head of Account Management
Megan Siewert - Account Supervisor
Liz Corsini - Head of Production
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