Diversity and Inclusion in Creative Communications

The Weight of Rare Disease is an animated film created to support diversity and inclusion in classrooms worldwide. Co-created with educators, students and families affected by rare disease, the film tells a child’s lived experience through universal visual metaphor rather than clinical explanation. Minimal dialogue, symbolic storytelling and accessible design choices ensure the story transcends language, culture and learning ability.

Developed as part of the Rare Care Centre’s mEDUrare initiative, the film sits at the heart of global teacher training resources, helping schools move from awareness to empathy and creating more inclusive environments where every child feels seen and supported.

Judges Comments

It was incredibly tough for the judges to come to a decision in this category, saying the work was so brilliant but also so varied. Therefore, congratulations, first of all, to all the finalists; it is exciting to see such intelligent and thoughtful work in the Diversity & Inclusion category.

This particular piece by Syneos stood out for being evocative, emotionally powerful and beautifully paced. A story told without words, it captures the sometimes-heartbreaking experience of feeling different, as well as the power of those around you to make you feel welcome. The world it depicts, via charming illustration and animation, is one in which difference can be celebrated. Whether living with a rare disease or being different from your peers in any other way, there’s a real warmth and hope to the message that schools are places where everybody should feel seen and supported.

Judges were keen to note how this campaign is built on a powerful insight; inclusion begins when people truly see one another. The animation is beautifully crafted in its details, designed to be inclusive and create empathy. And it becomes an educational material that speaks to children at a crucial time when they are developing the foundation of their values. This Gold winner has a clear message and fantastic craft, with an emotional and engaging tone.

Eduardo Boldrini, McCann Health London

Iron deficiency affects millions of women, yet its symptoms are often normalised or dismissed. Drawing Strength set out to reflect this reality with honesty and care.

Social listening revealed how differently iron deficiency is lived, from students and new mothers to professionals balancing work, care and emotional load. Illustration was our core creative tool, allowing us to represent women of varied ages, ethnicities, body types and life stages without stereotype. Five female illustrators brought distinct perspectives to the work, while language drawn from women’s own words ensured warmth and accessibility.

The result is inclusive communication shaped by real women’s voices.

People from Black communities are disproportionately affected by conditions including sickle cell disease, cardiovascular disease, and prostate cancer, yet remain underserved in the health system. Egality partnered with the NIHR BioResource to address the underrepresentation of Black communities in health research.

To inspire participation in the Improving Black Health Outcomes (IBHO) research programme, we worked with A Star (Alidor Gaspar), artiste and sickle cell advocate, to create an emotive spoken-word film. Launched on World Sickle Cell Awareness Day, the film speaks directly to lived experience, building trust and turning awareness into empowerment – demonstrating how creativity can transform representation into action.

Egality developed communication materials in four languages – patient handbooks, HCP resources, and videos – featuring authentic voices to address inequities in breast cancer trials for people from African, Caribbean, and South Asian communities – those that face greater disease burden yet remain underrepresented in research.

In partnership with Macmillan Cancer Support, Roche Products Limited, NHS Race and Health Observatory, and Barts Health NHS Trust, every element was developed to ensure inclusivity, cultural resonance, and accessibility at each stage of the patient journey.

Through co-design from people with lived experience and healthcare professionals, this initiative delivers a scalable, evidence-based model for inclusive clinical trial communications.

Kai’s Stormbreak Story is helping a small charity tell a big story: showing how mentally healthy movement can help children of all backgrounds understand and manage their emotions.

Our characters are informed by Stormbreak’s real community stories, ensuring that diversity and inclusion feels natural. The tone is deliberately simple and sensitive to open conversations about mental health in a way that feels relevant to all audiences.

The result is a film that embodies inclusion, portraying a world where every child feels seen, supported, and part of a shared emotional journey.

Globally, one in two women face ongoing health challenges, yet many are conditioned to accept symptoms as normal. From perimenopause and severe period pain to heavy menstrual bleeding, women are often told to cope – especially in communities where health conversations are limited.

“Anything but Normal” challenged this inequality by validating lived experience and amplifying unheard voices. Real women were camouflaged into everyday environments, visualising how symptoms go unseen. Delivered across the UK, Europe and APAC via OOH, social, a website and an AI chatbot, the campaign removed barriers to support. Reaching 94K women, it empowered awareness, action and care globally.