Repurposing existing technology in the fight against Covid-19
Deliverables: Strategy / Creative concept / Design direction / Global campaign assets
As pioneers in the fight against the growing challenge of pressure ulcer prevention, Frontier Medical seized an opportunity to repurpose an existing product in the fight against Covid-19. Pressure ulcers acquired in a hospital setting are an increasing burden, but one that can slip down the priority list in the fight to keep patients ventilated and alive in ICUs. This was a consequence heightened during the pandemic. Dermisplus Prevent Tubing, that easily fits around ventilation tubing, provides a cushion to the skin and ultimately can help prevent painful ad scarring pressure ulcers on the face and neck of patients.
An empathetic and clear positioning, an engaging concept and direct communication was required to make impact with this audience of highly stressed and fatigued specialist nurses on the front line. We needed them to realise that this simple to use, preventative tubing, could easily be a part of their ventilation routine, adding to the compassion that nurses bring in these critical care situations.
An engaging campaign concept built around a core idea of ‘leaving your mark’ played to the juxtaposition between the positive impact that a nurse has on their patients and the potential of a pressure ulcer if not prevented. A set of images were created with embossed messaging on the skin that literally express the benefits associated with use of the product.
We developed a flexible global toolkit consisting of overall concept and assets, social media images and messaging, email templates, campaign landing page, claims matrix and advertising. The campaign launched across key European and US markets in October 2021.