Pharma > Patient Engagement
VMLY&R, New York / DELL TECHNOLOGIES & INTEL / 2022
Awards:
Overview
Credits
Describe the creative idea
Motor neurone disease (MND) is a terminal illness. Before it takes your life, it takes your voice. Voice banking can help those with MND create a digital copy of their voice so they can continue sounding like themselves as the disease progresses. But only 12% have used this technology. Most put it off because they find the process difficult and impersonal. That’s why we created "I Will Always Be Me." We worked with bestselling author Jill Twiss and artist Nicholas Stevenson to create a story that those with MND can read aloud to express what they’re going through. And the story contains all the syllables needed to accurately bank their voice in less than 30 minutes. We’re turning the cold, solitary process of voice banking into an experience that’s full of life — encouraging more people with MND to bank their voice.
Describe the execution
Over 15 months, we brought together technologists, speech therapists, creatives, and MND patients to create a story that made it easier for those battling the disease to bank their voice and that inspired them to use this helpful technology.
Written and illustrated as a classic storybook, every page was adapted into a web experience that helps people with MND bank their voices. We’re taking the traditional elements of storytelling and using them to power the most advanced voice banking technology. Throughout the process, we made sure that the online experience followed AAA accessibility standards without losing the details and quality of the original printed book.
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
iwillalwaysbeme.com follows all GDPR requirements for data privacy. Per UK healthcare requirements, funding for a digital voice can be provided by the MND Association and MND Scotland when the organizations validate that the user has been diagnosed with MND by confirming their information against the national healthcare database.
Describe the target audience and why your work is relevant to them.
"I Will Always Be Me" was created for people with MND and their loved ones in partnership with the MND Association. Our primary audience is those with MND who can still use their voice even if speech impediments are noticeable.
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