PROJECT DETAILS:
Client: AdvaMed
Agency: Narrative Strategies
Date: 2023
Type: Animation, Design, Illustration
Awards: Silver Telly
My Role: Script, Design, Animation, Editing
PROJECT OVERVIEW:
In collaboration with AdvaMed, a leading advocacy group for medical technology companies in Washington DC, I developed an award-winning animated explainer video addressing the crucial role of ethylene oxide (ETO) in healthcare sterilization. This strategic communication piece emerged during a critical policy debate when congressional action threatened to restrict ETO use despite its essential function in medical sterilization.
THE CHALLENGE
With ETO becoming a contentious policy issue due to concerns about potential health risks, AdvaMed needed a compelling, fact-based visual narrative that could effectively:
• Educate policymakers about ETO's irreplaceable role in sterilizing over 20 billion medical devices annually
• Counter misconceptions about ETO by highlighting its natural occurrence and the advanced safety measures in place
• Illustrate the potential healthcare disruptions that would result from restricting this critical sterilization method
• Support advocacy efforts with clear, accessible information for both decision-makers and the public
THE APPROACH
I developed a comprehensive creative strategy that balanced scientific accuracy with compelling storytelling. The production process included:
• Crafting a visual style that made complex scientific information accessible and engaging
• Developing a narrative that acknowledged concerns while emphasizing the FDA's recognition of ETO as essential
• Highlighting the medical technology industry's commitment to safety through advanced emission control systems
• Creating visuals that illustrated the real-world importance of ETO in everyday healthcare settings
THE IMPACT
The explainer video became a cornerstone of AdvaMed's advocacy efforts, providing a clear, fact-based foundation for policy discussions. The project's excellence was recognized with a Silver Telly Award in the Branded Content: General Explainer category, highlighting both its creative quality and strategic effectiveness.
By balancing patient safety concerns with the critical need for properly sterilized medical equipment, this video helped foster more informed policy conversations about the role of ETO in America's healthcare system.
