Roche: It's Time For Change

Global biotech company Roche has teamed up with director Donnya Zidan of Vigics and HELLO MONDAY/DEPT® to launch the latest addition to its XProject campaign to raise awareness of inequality in women’s health. Roche is one of the world’s largest biotech companies, as well as a leading provider in diagnostics and healthcare solutions across major disease areas. It focuses on innovations and finding new medicines and diagnostics that improve medical care and help patients live longer, better lives, which is how XProject was born. Due to research historically skewed towards men, women are often misdiagnosed and/or given incorrect or less effective treatment, sometimes with dire consequences. According to Roche, the entire system needs to change to better serve the health needs of women. With the XProject campaign, Roche, in collaboration with its digital agency HELLO MONDAY/DEPT® and director Donnya Zidan, have created this film to highlight the urgency of this issue and the need for change. The film shows women at various stages of their health journey, against a back-drop that shows how in other areas of their lives, they are defying stereotypes and challenging the norm. From a dojo, to an art studio, to a first bike ride for a young girl; there is a contradiction between women moving forward, and yet still being left behind when it comes to their health. The voiceover points to all areas where women have been overlooked, but visually it aims to empower women, and speaks to progress and change.