Uninvited guests can ruin a party. In this case, we’re talking about Fentanyl, which often “hides” in recreational drugs like MDMA and cocaine. With deadly results.

That’s the set-up in a surreal, unsettling :60 from the California Department of Public Health.

With its dull (mostly monochrome) color scheme, odd camera angles and jolting burst of human activity, “Party’s Over” offers an unexpectedly frank take on a public-health crisis and points to resources for more information.

This :30 takes tweaks the approach to explain the benefits of Naloxone, which is used to fight fentanyl overdoses:

Kate Hollowell of Epoch Films directs with a Lynchian flair that’s disorienting and compelling, framing the issue in a way we haven’t seen before.

“I believe incredibly serious and emotional topics can be digestible—with an appropriate amount of levity—by disarming the viewer through just the right amount of humanity and lightness,” she says. “That’s my hope with this campaign: That it gets the attention of the viewers, educates them, and ultimately saves lives.”

For many members of the cast and crew, filming the ads packed a potent punch.

“At every step during the production, people volunteered their personal stories about the fentanyl crisis,” recalls agency creative director Jessea Hankins. “Some of them have witnessed overdoses. Some of them have lost people, or knew friends who did. For us, this reinforced and humanized the statistics.”

“We knew the overdose epidemic was vast, but this really brought it home,” she says. “The vibes on set were noticeably charged. There was a collective sense that we were making something important.”

Timed to International Overdose Awareness Day, the initiative targets Californias aged 16-39, with special emphasis on Black, Hispanic/Latino, LGBTQ+ and other communities hit especially hard by the Fentanyl epidemic.

Streaming TV, digital video, social and audio are all in the media mix.

The post Fentanyl Crashes the Party in California’s Quirky PSAs first appeared on Muse by Clios.

Stephanie, a neuropharmacologist, is the founding advisor of Beyond the Bench. The firm provides solutions to organizations and clinics in the natural product, plant medicine and psychedelics sectors. Stephanie champions the exploration of novel therapeutic approaches.

She has also had a hand in several startups, including music label Public Secret, management agency/ artist collective Mt. Mushmore, and The Last 6, which funds research for Kawasaki disease.

Stephanie’s career path includes experience at Johnson & Johnson (Biosense Webster). She is also a prescriber for MDMA and psilocybin therapy for the Canadian Special Access Program (SAP), and a scientific advisor for the Microdosing Collective.

We spent two minutes with Stephanie to learn more about her background, her creative inspirations and recent work she’s admired. 

Stephanie, tell us …

Where you grew up, and where you live now.

I grew up in Montreal. I moved to Los Angeles in 2017, and now live up the coast in Ventura, Calif. 

How you first got interested in psychedelics.

Like many, it started with my own experience. I also studied neuropharmacology and have a deep interest in the brain. During my studies and research fellowship, I explored traumatic brain injuries. I was struck by the limitations of traditional pharmacotherapy, which often falls short as a long-term solution. The enduring challenges faced by individuals with TBI underscored the need for more effective interventions. Through my personal use of evidence-backed plant medicines, I discovered the meaning of plant power. And I’ve made it a mission to innovate in healthcare, to demonstrate the value of integrative medicine and to bridge science and spirit. 

One of your favorite projects you’ve ever worked.

I’m currently touring a talk with my friend Jane Garnett (LMFT) called “The Chemistry of Joy.” It’s a discussion that covers the therapeutic models and science of MDMA and heart openers. But it’s also a conversation that dives deep into culture and society. We discuss the power of community and how to bridge the gap between healing and joy. It’s informative, fun—and, most of all, important. What I love is that every time we deliver this talk, it takes on a different shape. We’re making it more experiential and though the overarching themes are consistent, Jane and I will dive into a variety of new topics to engage the audience in different ways. And you can always expect a good laugh. 

A recent project you’re proud of.

Modern Medicine Services (ModMeds), an integrative medicine clinic in Los Angeles with a focus on mental health. The ModMeds approach goes beyond traditional therapy, providing comprehensive care that supports the entire human experience and fosters healthy habits outside the clinic. The integrative practice ensures individuals receive complete care with a team of experts. What sets ModMeds apart is its blending of Western medicine with alternative therapies, including psychedelic-assisted therapies.

Soon, I’ll be developing a research program, a provider partnership program, peer-to-peer education and training, plus community outreach. The growing team includes integrative medicine specialists, a psychiatrist, a clinical psychologist, nurses, registered dietitians and acupuncturists. The clinic is designed with attention to detail, featuring art, ambient lighting and elements that create a comforting and inspiring environment.

The biggest challenge psychedelics marketers face today, and how to approach it.

There are stigmas and legal barriers. Despite growing evidence supporting the therapeutic benefits of psychedelics, they remain largely misunderstood and are often associated with illegal drug use. Many providers and other stakeholders in healthcare are skeptical. I’ve even noticed that when running campaigns, like Google Ads, certain keywords related to psychedelics and mental health will get flagged and this will keep you from launching any kind of marketing. Education and awareness are the cornerstones of overcoming these challenges. We must extend our educational efforts beyond the confines of the “psychedelic bubble” and continue to actively seek funding for research.

One thing about how the psychedelic space is evolving that you’re excited about.

People are reaching for the stars. From diverse applications of psychedelic therapies to lobbying efforts and creative business ideas.

Someone else’s work, in psychedelics or beyond, that you admired lately.

Dr. Evan Lewis, my research partner and mentor since my entry into this field, is making remarkable contributions to neurology. His pioneering research highlights the profound connection between mental health and neurological disorders, emphasizing that true healing and optimal outcomes require a multidisciplinary approach that integrates the body, mind and spirit.

A book, movie, TV show or podcast you recently found inspiring.

Awareness by Anthony DeMello.

A visual artist or band/musician you admire.

Up and coming artist collaboration project BIGGER THAN US by BOSA and Marieme.

Your favorite fictional character.

Chandler Bing from Friends, Moira Rose from Schitt’s Creek, the whole cast of Succession, are just a few.

Someone worth following on social media.

Neuroscience of Dance: @neuroscienceofdanceartscience

Your main strength as a marketer/creative.

Intuition

Your biggest weakness.

I can take impersonal matters personally. 

Something people would find surprising about you.

I speak three languages fluently and can get by in three others. So, I can roast you in six languages, haha! 

What you’d be doing if you weren’t in the psychedelics space.

Something creative, like being a musician or architect. I’d love to design interesting and unique homes. 

The post Stephanie Karzon Abrams of Beyond the Bench on Psychedelics Reaching for the Stars  first appeared on Muse by Clios.

Bruno has more than 20 years of experience that spans professional, direct-to-patient, medical education and managed-markets communications. He has worked across numerous therapeutic categories. These include SSRIs, oncology, cardiology, hematology, immunology, hepatology, dermatology, vaccines, women’s health and to rare disease.

We spent two minutes with Bruno to learn more about his background, his creative inspirations and recent work he’s admired. 

Bruno, tell us …

Where you grew up, and where you live now.

I was born and raised in São Paulo and began my advertising career there in 2003. Today I live in New Jersey. I love it here. But as a true Brazilian, I still can’t stand the cold.

How you first got interested in health.

In 2015 I did a project for Huggies that went viral and caught a lot of attention worldwide. “Meeting Murilo” told a beautiful story of a visually impaired mom-to-be “meeting” her unborn child through a 3D-printed version of her ultrasound exam. That project won two Gold Clios, by the way. Thanks to that work, I was invited to join a pharma agency in the United States. I packed my bags (or should I say “life”), and got on a flight to New York. I’ve been working in pharma advertising ever since, and it’s been an incredible journey.

One of your favorite projects you’ve ever worked on.

“Meeting Murilo” is certainly one of my favorites. Not just because I still love the idea (and nothing similar has been done to this day), but also because it changed my career and life.

I’m also particularly passionate about two other pieces of work that I was fortunate to be a part of during the last few years:

“The Inevitable News” for the Columbia Journalism Review, which mobilized the news industry and made competitors put their differences aside and commit to changing the way gun violence is reported in America. And “Social Bullets” for Kazoo, which brought to light the staggering reality that social bullying among young Americans can be life-threatening—and did so in a way parents couldn’t ignore.

One thing about how health is evolving that you’re excited about.

Healthcare agencies are transitioning from “just” promoting new treatments in the industry to becoming developers of real healthcare solutions to doctors and patients. This is taking shape in multiple ways: experimental medical devices, new technologies that can help patients cope or live better and also AI applications in our industry. I personally think that’s incredible, and it’s the future of our industry. We’ll continue to help promote and launch new and groundbreaking treatments in the space. But I believe agencies can do even more to help elevate the brands we partner with and the lives they impact.

Someone else’s work, in health or beyond, that you admired lately.

Two projects come to mind. The first is “Anne-de-Gaulle” by Havas Paris. They changed the name of one of Europe’s main gateways—Charles-de-Gaulle Airport—to honor his daughter Anne and raise awareness of Down Syndrome. From the façade to the luggage tags to in-flight announcements, everything changed and the entire country couldn’t stop talking about it. An incredibly simple but absolutely powerful idea.

The second is Area 23’s “Magnetic Stories.” They created a series of children’s audiobooks that integrated the frightening sounds from MRI equipment into fun, fantastical elements so children would be less scared.

A book, movie, TV show, or podcast you recently found inspiring.

Bandersnatch. How cool was it for a TV show to break that fourth wall and let the viewer choose their own version of the story. I thought it was genius—an inspiration for how we could potentially tell our clients’ stories.

A visual artist or band/musician you admire.

The Offspring. I grew up listening to them, and they still rock to this day. Speaking of which, their new album releases October 11.

Someone worth following on social media.

Look up @capybara_worlds on Instagram. You won’t be disappointed. We all need a good random distraction to clear our minds for a minute.

Your main strength as a marketer/creative.

I care a lot about the people I work with. Anyone who knows me can attest to it. If you care for and inspire those around you, they’ll deliver their best work. And that’s the key to great work.

Something people would find surprising about you.

I’m a pilot. I own a small plane that I’ve flown all over the country, as well as the Bahamas and Canada. Flying has been my dream since I was a 5-year-old, but it wasn’t until I was 35 and living in the U.S. that I could finally pursue it. I got my license in 2019, and for the past five years, whenever I’m not working, I’m flying. This has mostly been a part of my life that’s totally separate from my career in advertising. Yet, I love turning these excursions into my own personal stories, which I’ve been sharing daily on my Instagram, @fly_with_bruno.

Did I just say flying is totally separate from my career? Well, not anymore. After I joined Calcium+Company, I’ve been going weekly to our Philadelphia office. And when I do, I fly myself, and sometimes my coworkers, like group president Greg Lewis. That’s really awesome.

What you’d be doing if you weren’t in health.

Something related to aviation. Maybe having my own air tour company, or an advertising agency focused on pilots and aviation products. Or maybe even flying for an airline. It’s safe to say I’d be spending a lot more time in the air.

The post Bruno Brasileiro of Calcium+Company on the Evolution of Healthcare Agencies first appeared on Muse by Clios.

Eric is global chief creative officer at Havas Health, inspiring a creative awakening across the 6,000+ person network. Throughout his career, Eric has guided his teams to win over 100 international creative awards from Cannes, The One Show, Clios, the Webbys, Effies and more. Eric’s work can be found in the Smithsonian’s permanent collection and college textbooks, and has been covered by CNN, NBC, BCC, The New York Times and Fast Company. 

We spent two minutes with Eric to learn more about his background, his creative inspirations and recent work he’s admired. 

Eric, tell us …

Where you grew up, and where you live now.

I grew up in Cleveland, Ohio (cue laugh track). I’ve made pitstops in Chicago and Detroit, but I’ve spent most of my adult life in New York City.

How you first got interested in health.

It’s been a long courtship between me and health marketing. Betwixt briefs for beer, sneakers, jeeps and Big Macs, I started to fall in love with brands like Tylenol, Band-Aid and Listerine. That led to flirts with briefs for hospital systems, insurance, medical devices and eventually prescription drugs — all of which I found intellectually and creatively interesting, but ones most creative people ignored. Before I knew it, folks started considering me a health and wellness expert, even though I was running a general consumer agency. 

Then COVID happened, and I realized that everything about health was about to change — every brand was about to become a health brand. Suddenly, creativity in health, long the backseat of advertising innovation, was about to have a massive creative awakening, and I wanted to be a part of that. And as we all emerged from the fog of COVID, I wanted to make a difference in people’s lives and help close the health equity gap.

Some of your favorite projects you’ve ever worked on.

If you asked most people, they would tell you I’m best known for making Matthew McConaughey the creative director of Wild Turkey; Jeep’s The Middle with Bruce Springsteen, a Super Bowl spot that aimed to heal the nation after the last election; or Band-Aid MagicVision, the app that turned a billion bandages into an entertainment platform.

But those aren’t necessarily the projects that are most meaningful to me. I’ve always been drawn to work that celebrates and supports people and problems that are often overlooked.

My personal picks would be:

Healing the Healers, a film, research study and white paper that aims to ease the mental health crisis and high suicide rate of medical professionals.

Tylenol’s How We Family, a campaign launched moments after the Supreme Court legalized same-sex marriage, which celebrated modern love and sparked an important discussion about health, inclusivity and family.

Another favorite project was The Vitals, a Marvel comic book series celebrating the stories of real nurses and their fight during COVID. It started a national conversation about the urgent nursing shortage. The book is now part of The Smithsonian‘s permanent collection and was the most downloaded comic book of 2021.

A recent project you’re proud of.

I’m obsessed with our work with Earswitch called Airquity. This is exactly the kind of creative innovation that drew me to Havas to focus on closing the health equity gap. Because of how light interacts with melanin, pulse oximeters are less effective on black and brown skin, so Airquity was designed based on the idea that inside the ear canal, all skin looks the same. The groundbreaking campaign addressed racial bias to literally save lives. 

One thing about how health is evolving that you’re excited about.

We’re living in a time where every brand is now a health brand. Traditional health brands are now competing with the biggest brands in the world that are making health their differentiator. Apple, Amazon and Google have taken on health as a big part of the future of their business and their purpose. Before, health was in its own world. Health is the last major industry to undergo a user-centric transformation, and what we’re seeing is patient-led care like never before. We’re seeing a world where the same user transformation that happened in entertainment, telecoms and insurance is now changing how drugs are launched and how people interact with the healthcare system.

Someone else’s work, in health or beyond, that you admired lately.

I have to give massive props to Apple for their commitment to serving underserved populations. Apple’s The Greatest is a magnificent celebration of the abilities of people with disabilities. Best of all, it’s not empty purpose-washing; they have embedded accessibility into each and every one of their devices. I applaud their strategy to not just focus on the greatest number of people, but the people with the greatest need.

A book, movie, TV show, or podcast you recently found inspiring.

Rick Rubin‘s The Creative Act: A Way of Being. Beyond the book, I recently saw him speak at the Universal Music Group and Thrive Global MUSIC + HEALTH Summit. He has always personally inspired my creative journey, and I can’t get enough of how he views the world, content and the power of creativity.

A visual artist or band/musician you admire.

David Byrne. He has continued to reinvent what the standard for music and music videos looks like, and then he moved his creativity to Broadway.

Your favorite fictional character.

Yoda.

Someone worth following on social media.

Winston Green – chief dog officer at Havas Health and Havas Creative Network. You can follow him on LinkedIn and Instagram.

Your main strength as a marketer/creative.

Resilience.

Your biggest weakness.

Procrastination.

One thing that always makes you happy.

Matcha.

One thing that always makes you sad.

When people tell me they’ve never seen any Star Wars films.

Something people would find surprising about you.

I’m the first person in my family who is not a butcher. I come from a long line of butchers dating back many generations to Russia. Ironically enough, I’m also the first vegetarian in my family.

What you’d be doing if you weren’t in health.

I don’t have a screenplay in my drawer, I don’t play guitar, I’m not shooting a short film … I’m exactly where I want to be. 

Somebody recently asked me on a podcast: “What’s my next chapter?” I said, “Health IS my next chapter.”

The post 2 Minutes With … Eric Weisberg, Global CCO at Havas Health first appeared on Muse by Clios.

Khalid has over two decades of experience in healthcare advertising and PR. He currently leads agency teams across Europe as global executive creative director of VML Health. A copywriter by trade, Khalid has built a diverse portfolio that includes working with acclaimed director Tony Kaye. 

We spent two minutes with Khalid to learn more about his background, his creative inspirations and recent work he’s admired.

 Khalid, tell us …

Where you grew up, and where you live now.

I grew up in Kuwait, then moved to Bristol in the U.K. when I was 11. I’ve been living in London for the last 20 years.

How you first got interested in health.

My dad’s a retired doctor and my mother was a nurse, so I was destined to find a way into it.

One of your favorite projects you’ve ever worked on.

A film for the International Committee of the Red Cross called “The Last Mile.” Everyone believed in the vision and worked relentlessly to make it happen. They pulled out all the stops. When the process works, good things happen.

A recent project you’re proud of.

“The Cancer Currency.” Metastatic breast cancer is so incredibly unfair and misunderstood. This campaign, and its intention, is simple, single-minded and grounded in a genuine insight. The fact that we saw significant impact with this makes me hugely proud. It’s also the first project I worked on when I joined VML, so I’ll always hold it close to my heart.

One thing about how health is evolving that you’re excited about.

The ability to track anything and everything. 

Someone else’s work, in health or beyond, that you admired lately.

“NotTurtle” by NotCo and GUT. This campaign used AI, a professional chef and a tech food company to create a plant-based dish to help save an endangered animal, while at the same time preserving local traditions. It combines many elements, but the idea running through its core is super simple, meaningful and relevant to the brand.

A book, movie, TV show, or podcast you recently found inspiring.

TV Series: Secrets of the Octopus. What these creatures can do is astonishing.

A visual artist or band/musician you admire.

David Bowie

Your favorite fictional character.

Geralt of Rivia

Someone worth following on social media.

mr_bingstagram

Your main strength as a marketer/creative.

Patience

Your biggest weakness.

Taking on too much at once. And coffee. Two things that don’t mix.

Something people would find surprising about you.

I have a degree in medical biochemistry. Scientists can be creative, too!

What you’d be doing if you weren’t in health.

Professional gamer or marine biologist. Or both, why not.

The post Khalid Latif, Global ECD of VML Health, On the Ability to Track Anything and Everything  first appeared on Muse by Clios.

Muse caught up with two execs from Fors Marsh to learn about the agency’s addition of Brunet-García, company culture, successful work from the creative and research departments and more.

Muse: Can you tell us about the transition process as Brunet-García became a part of Fors Marsh?

Eduardo Sarmiento, president of strategic creative and communications at Fors Marsh: Fors Marsh was born a research firm, whereas Brunet-García’s roots were in developing creative for multicultural audiences. 

Prior to the acquisition, the two organizations collaborated on several public health communication initiatives for the federal government. This experience and familiarity contributed to the transition. Since 2023, we have become one organization with a vision to accelerate and scale our impact, combining science and art as the foundation of what we do and who we are. 

The process of fully integrating two companies, while simultaneously defining a renovated operating model, has been challenging and deliberate. We went through a series of intense workshops with leadership from both entities and representation from all teams to learn, unlearn, discover and imagine the best company we can be to bring the most value to our clients. We also refreshed our visual identity to express the evolution of our thinking and the value we place on diversity, evidence and creativity. 

Dr. Brian Griepentrog, Fors Marsh’s president of research and advisory services: This evolution has been incredibly timely, as our clients are tackling wicked problems, many of which are awash in misinformation. And in this battle for information, our clients have a right to win. That means they cannot blend in or be complacent. Our work must inspire people and move them to action.

How is this embedded into your company culture?

Griepentrog: The magic that is made when researchers, creatives, communicators and technologists are collaborating requires a lot of intentionality. Almost by definition, these cross-functional teams create conflict—sometimes good and sometimes bad. And candidly, we’ve been in a constant state of building and tinkering to harness this energy into something awesome.

• Culture—With differences in training, experience and perspective, we’ve leaned heavily into our culture—which prioritizes operating with a common language and set of norms—to counteract many of the technical differences. For our folks, this starts with messaging and reinforcement of our common objective: behavior change. But this also means ensuring that our core values—such as people first, making impactful work and maintaining a growth Mindset—are built into our selection criteria, management expectations and compensation system.
• Structure—We promised that evidence-based strategy, breakthrough creativity and technology would be interwoven through the company benefiting our clients no matter their size or scope. We created Craft Centers, leading each with a company executive (chief data, creative, and technology officers).
• People—The Attraction, Selection, Attrition (ASA) model holds that: (1) Individuals are attracted to organizations whose members are similar to themselves in terms of personality, values, interest and other factors; (2) Organizations are more likely to select those who possess knowledge, skills and abilities similar to the ones their existing members possess; and (3) Over time, those who do not fit in are more likely to leave. We have been particularly thoughtful regarding the selection of our team. 
• Systems & Technology (S&T)—Some of the immediate S&T changes involved selecting common collaboration and project management software that cut across disciplines, engaging broader participation in business development. We’re also updating planning and project execution tools for the inclusion of data, creativity and technology perspectives at crucial stages of execution.

With this renovated vision and structure, what’s your approach to tackling your client challenges?

Sarmiento: We are working to shape a culture where evidence and imagination are always present. We capitalize on both—the “what is” and “what if?”—and combine them, so the proportions vary in relations to the challenges we face. Because of the nature of the problems and topics we tackle (drug overdose and HIV prevention, cancer screenings, climate resilience), we must create work that invites people to pay attention. That educates and entertains. And that connects at a deeper level through storytelling. People don’t care about the good intentions behind the work or the 13 strategy calls we had. They won’t even see our work if it’s not distinctive, seductive and relevant.

Design is also an essential component. We use design to translate complexity into clarity and understanding. Our work is presented in a way that’s attractive, compliant, engaging and accessible. We strive to facilitate comprehension and increases people’s willingness to interact with the content. This reduces resistance to persuasion and promotes the effectiveness and enjoyment of the communications. The impact of our work is exponential when big insights and big ideas find expression through exceptional craft.

Can you share examples of successful collaborations between the creative and research teams?

Sarmiento: During National Colorectal Cancer Awareness Month, we launched a visual identity and video series for “Screen for Life,” the Center for Disease Control and Prevention’s (CDC) national colorectal cancer action campaign. Audience research uncovered that the biggest hurdle to screening was discomfort in talking about the process, including preparation and recovery time. We used a fresh approach to storytelling for content that simultaneously educates and entertains. The “Strangers With Colons” video series features two people with different backgrounds meeting for the first time and having a candid and unrehearsed conversation about their screening experience.

And as part of our work with CDC’s Division of Overdose Prevention, we created the “Campaigns to Stop Overdose.” This effort aims to affect change in the areas of harm reduction, substance use and stigma.

Our approach was informed by interviews and focus groups with diverse people who use drugs, their families and friends, as well as subject experts. The concepts were tested and refined to secure cultural competency and relevancy and to avoid contributing to the stigma. The initiative garnered more than 2.7 billion impressions and 1,000+ news stories.

Are there any upcoming projects or initiatives that you’re particularly excited about?

Griepentrog: I’m excited about the launch of the Climate Resilience Insights and Survey Project (CRISP)—a partnership between Fors Marsh and the Center for Climate Change Communication, George Mason University (Mason 4C) to produce highly localized insights, gathered on an ongoing basis, into public perceptions, beliefs and behaviors related to climate risk and resilience. You can stay in touch with the project here.

Sarmiento: We are currently producing a national food safety campaign with the U.S. Department of Agriculture to educate diverse audiences about the risk of foodborne illness. The concept is called “Kitchen Drama.” It capitalizes on the kitchen as a social space—an epicenter of emotions. Videos and accompanying social media content leverage TV tropes to teach food safety in culturally relevant, over-the-top interactions. It promises to be entertaining and very educational.

The post Fors Marsh on Its Acquisition of Brunet-García, Renovated Vision and Latest Projects first appeared on Muse by Clios.

“Don’t Drink and Dive,” created by Wieden+Kennedy London, consists of a hero PSA, short-form vids called “Daley Reminders” and floating billboards. Watch as Daley puts down his Pina Colada and makes his way to the diving board, only to be reminded that one in four drownings in the U.K. involve alcohol. He reconsiders and the messaging on his knitted Speedo encourages folks not to drink and dive.

Daley even released a limited-edition line of merch via his knitwear brand, Made With Love. Up for grabs are those bum-huggin’ briefs, along with sunglasses, a bucket hat and sliders. All proceeds benefit the Royal Life Saving Society U.K. Although we wouldn’t recommend wearing them near water.

“Malibu and W+K wanted to do a responsible drinking campaign that would actually create change and feel authentic,” agency creative director Freddy Taylor tells Muse. So, our strategy director, Brian Ritter, led us to water—literally. He found that quite a high number of U.K. drownings were alcohol-related, which sparked everything.”

“‘Don’t Drink and Dive’ and its knitted apparel were created with Tom Daley in mind. He was excited to become a water safety spokesperson as it felt so authentic to him. Lots of nice chats and collaborative sessions. We were in Mallorca with Tom sporting the knitted pants, standing at the end of a diving board. Dreamy.”

Video and photography assets, produced by W+K London’s in-house creative production studio WracK, feature Daley sporting knitted trunks and other apparel.

To learn more about water safety and view all campaign assets, visit www.dontdrinkanddive.com.

“Tom was super collaborative throughout, from every item’s design to shooting way into overtime. He was committed to ensuring every part was as good as it could be to maximum positive change,” Taylor says.

The post Merch From Malibu Rum and Tom Daley Promotes Water Safety first appeared on Muse by Clios.

Ian McCulloch of Echo & the Bunnymen is one of my favorite singers. I got a rare chance to see him and the band in Chicago recently. I bought my ticket months in advance and got to the venue early, ready for a great show. But as the band began to play, it was clear Ian was suffering from a raw throat. He struggled during the early numbers, then left the stage after 45 minutes. 

Not knowing if he was coming back and thinking of all the time, expense and anticipation I’d invested in the show, I started feeling disappointed. But then he suddenly came back onstage and broke into another song. He was soldiering on, driving the audience wild, and giving us all he had! His voice weakened toward the end of the show, but rather than getting irritated, the crowd hit the high notes for him. In the end, it was a glorious and memorable night.

This musical experience reminded me of something that is easy to forget—the value of trust. The positives seem obvious enough since it’s easier to buy into trusted brands. 

But a reservoir of goodwill can also help see a brand through stormy weather, be it a PR crisis, social media mishap or product recall. Here’s how:

1. Customers come to your defense: Trust can give brands the space they need to recover.
2. Media is more sympathetic: Trust can lead to a more positive framing of the bad news.
3. The investment community stays confident: Trust can help keep things less volatile by lowering the odds that investors will “sell the news.”

Earning Trust with Consistency

Building trust is an investment. Brands like Hermes, renowned for their dedication to the finest details of design, and FedEx, innovators of overnight delivery, earned it with smart choices over many years. In pharmaceutical marketing, with shorter competitive windows, time is not on our side. However, the road to trust can be found via a simple and insightful rubric from Wal-Mart founder Sam Walton: Set an expectation, meet or exceed it, do that consistently. 

Show Sincerity

Our work in the oncology sector highlights the power of building trust as a strategic and operational imperative. A client with a reputation as a generic products manufacturer with competitive pricing was looking for growth in the face of a far more prominent and respected competitor. The cancer community was increasingly demanding more from their providers. To elevate the client’s position, we launched a branding campaign aligned with their vision to transform cancer care, focusing on the message that every patient is seen as a person first. This approach provided a more intimate, personal portrayal, a stark contrast to the anthemic and company-centric approach of the category leader.

To make this expectation a tangible reality, the client took proactive steps to enhance their operations, including improving patient and healthcare provider support programs. These efforts, along with other marketing and internal initiatives, resulted in a 25 percent increase in oncology sales and a noticeable improvement in the client’s reputation. When it comes to earning trustworthiness, it all comes down to what you say AND what you do. 

Small Gestures Pay Off

With all that scientists and marketers need to address, the idea of building trust can sometimes seem like a luxury we cannot afford. As with most things in life, however, even small gestures can pay big dividends down the road. So always look for opportunities to give your “trust tree” stronger roots. Like Echo & the Bunnymen, you just might build a loyal fan base that gives you the benefit of the doubt when things don’t go as planned.

The post How a Rock Concert Highlighted the Value of Trust first appeared on Muse by Clios.

That copy line, plus images of young people with bandaged ears, speak volumes.

It’s especially sad and telling to see such efforts timed to the start of a new school year.

AFA seeks to generate donations, volunteers and votes for the cause. Billie Eilish, Peter Gabriel Nile Rogers and other celebs support this initiative.

IPG Health’s Neon helped develop the campaign, which will mainly run across social. Naturally, its tie-in to current events is already generating lots of free media attention.

“It underscores the national public health epidemic that impacts so many children and communities across the country,” Neon EVP, managing director Jesse Kates tells Muse. “And tragically, many children do not survive this senseless act of violence. Working with Artist for Action, we saw an urgent opportunity to highlight this striking, terrible reality.”

Bottom line: “Even the most well-guarded among us aren’t truly safe from gun violence in the U.S.,” he says.

The post These Potent Gun Safety Ads Reference Trump Shooting first appeared on Muse by Clios.

Steffany is a creative director, author and storyteller with over 20 years of experience. From CPG to beauty, entertainment and health, Steffany has developed campaigns, platforms and launches across local and global markets.

She is a well-known writer, public speaker and thought leader. Steffany has given a TEDxYOUTH presentation on “Words of Advice to my 12-year-old Self,” and  authored the best-selling off-to-college book, I’ll Miss You Too.

We spent two minutes with Steffany to learn more about her background, creative inspirations and recent work she’s admired.

Steffany, tell us …

Where you grew up, and where you live now. 

I grew up in Wilmington, Del. Now I live north of NYC in Bronxville. 

How you first got interested in health. 

I was raised with a high awareness of and the importance of physical health, mental health and helping people. That being said, my first job in health was happenstance. 

One of your favorite projects you’ve ever worked on.

3 Musketeers wanted to make itself relevant to a teen audience. Inspired by its shiny packaging and the fact the simple nougat-filled bar could be a moment of sweetness, we called the campaign “Throw Shine” (during a time where “throwing shade” was all the rage.) We put positive messages on packaging that acted as conversation starters. We created three different videos that intertwined stories but had different POVs.

A recent project you’re proud of.

We did a short film for NMOSD which is a rare disease that effects your central nervous system—the body ends up attacking itself. The disease is debilitating, taking people’s sight and mobility for many with a chance of relapse that haunts those with the condition. Because of its rare nature, the result is extremely isolating and many suffer in silence. So, we gave them a forum to connect. We wanted to emphasize they are part of a strong and supportive community. 

One thing about how health is evolving that you’re excited about. 

Innovations in health and science are happening at an increasingly rapid pace. The power of AI to advance medicine is endless. I’ve had the pleasure of talking to inspirational human minds that are powering this data. 

Someone else’s work, in health or beyond, that you admired lately. 

Alexis Bittar’s Jules and Margeaux series. What a fresh take on retail. 

A visual artist or band/musician you admire. 

The artist JR. He is next level. 

Someone worth following on social media. 

@JR 

Your main strength as a marketer/creative. 

Being able to connect with and understand people. Also, being able to take your work seriously (but yourself not so much).

Your biggest weakness. 

Nachos.

Something people would find surprising about you. 

I have a large library of random facts in my head that can reveal themselves at any moment. 

What you’d be doing if you weren’t in health. 

Writing for SNL.

The post 2 Minutes With … Steffany Bane Carey, SVP & GCD of Syneos Health Communications first appeared on Muse by Clios.