Haleon’s mission is to deliver better everyday health with humanity.

The brand is committed to helping tackle challenges to health inclusivity by empowering 50 million people a year to be more included in opportunities for better everyday health by 2025.

Haleon aims to establish a thought leadership position on health inclusivity and convene and catalyse action to improve it. To set the foundation, it supported the world’s first health inclusivity index by Economist Impact which measures the inclusiveness of healthcare systems across 40 countries worldwide.

Challenge: 

Too many people are held back from better everyday health. It’s being driven by a lack of knowledge, understanding and support, as well as bias and underrepresentation in healthcare systems.

Brief: 

• Launch the Health Inclusivity Index

• Generate reach by creating a sense of urgency amongst policy makers and make it relevant to people who experience exclusion.  

Insight:

Most discussions on health policy happen behind closed doors, excluding the people most affected by any of the decisions made.  

This especially applies to major research or policy announcements such as international indexes, which are often launched at inaccessible round tables.  

Idea: 

Successful healthcare is inclusive, so to launch the Health Inclusivity Index, we created a new kind of ‘round table’ experience. 

A data-led, interactive table bringing together the voices of people who often face bias, prejudice, challenges to healthcare accessibility and health literacy.

Their stories and lived experiences were told through engaging content and featured alongside key Index data on the table – but in a truly universal and inclusive format, accessible to all.

Every aspect of the table’s design represented and solved for a different challenge related to accessibility, challenging decision-makers to consider the unrepresented.

Strategy:

Engage with policymakers, NGOs, Haleon colleagues and healthcare professionals.  

Strategic Approach: 

To gain the most amount of attention for the Health Inclusivity Index at launch, we created a campaign centrepiece moment which represented both literally and metaphorically the challenges of inclusivity and accessibility of health data that the Index promotes.  

Sharing stories of people who experience bias and prejudice, we made people who experience health exclusion the protagonists of the healthcare conversation, putting them at the centre of the ‘round table’ for the first time.   

Data driven elements:

The table was built using research and data from Economist Impact’s world first Inclusivity Index and personal stories from The Human Library.

It was designed to share those stories in the most accessible way possible, creating a living example of how the world could and should design for inclusivity, while challenging healthcare decision-makers to consider the unrepresented.

The data behind the table is from Economist Impact’s Health Inclusivity Index and The Human Library.

We took that data and humanised it to create an interactive data experience which would challenge healthcare decision-makers around inclusivity.

Every aspect of the interactive table’s design represented and solved for a different challenge related to accessibility, creating a living example of how we should design for inclusivity and challenging decision-makers to consider the unrepresented.

Data presentation and integration considerations included (but were not limited to) wheelchair accessibility, hearing loop, font selection and AR tracked tiles to support people with intellectual disabilities in accessing and understanding the information.

Guests were able to explore personal stories and index findings in the most accessible way possible, experiencing first-hand what a world that designs for inclusivity could look like.

Panel Launch Event

100+ key decision-makers from NGOs, policy and partners.

Brand Perception

• 77% of respondents think Haleon is committed to inclusive everyday health*

• 76% think Haleon challenges how people think about health*

• 65% said the table provides hope that solutions are possible

• 64% think the table is a powerful symbol, that inclusion starts with human understanding

• 65% think the table’s interactive design makes it easier to understand information, particularly for people with learning difficulties.

Global Earned Media

• 20,002,172 Reach

• 31,014,517 Impressions

Paid social (key audiences across LinkedIn, Facebook, Instagram and Twitter)

• Launch Phase: 58M impressions reaching 27M

• Sustain Phase: Further 21M impressions from 4.9M users

• 100K+ link clicks

Economist Impact’s Index hub

• 13,000 site visits

• 6.5M impressions

• Average dwell time of 2+ mins

*Amongst respondents familiar with Haleon