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Genentech: Question Reality
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A new campaign titled Question Reality has launched from Genentech and Goodby Silverstein & Partners, examining health inequities through the questions asked by a Black woman through her journey with the healthcare system. With 224,080 new cancer cases and 73,680 cancer deaths expected to occur among Black people in 2022, the ad underscores the urgent need to act now to address healthcare inequities and drive systemic change. The Ask Bigger Questions campaign is Genentech’s larger effort to advance health equity by asking bold questions to address the greatest challenges in healthcare. The new spot depicts the story of a Black woman throughout her journey with the healthcare system, first as a patient and later as an empowered Genentech scientist and leader. As a young girl, she questions why a doctor didn’t believe her, and as an industry-leader, she stresses the importance of asking bigger questions and addressing the root causes of systemic inequities in healthcare. To authentically represent the woman’s experience, Genentech ensured the production team was led by diverse voices in every aspect of pre- through post-production. The film was directed by Courtney Sofiah Yates, a Brooklyn-based and award-winning Black filmmaker and photographer.
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