Pharma > Disease Awareness & Understanding
CHALLENGE ACCEPTED: BUY GREEN BANANAS
21GRAMS, New York / GENENTECH / 2019
Overview
Credits
Overview
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:
This was created for a pharmaceutical company in the US. It went through a rigorous review process with the internal medical/regulatory/legal team to meet all FDA standards.
Because there was no benchmark (nothing like this was ever done in pharma), each episode received additional scrutiny/restrictions from corporate communications.
Describe the target audience and why your work is relevant to them.
Our audience is the hemophilia A community. Hemophilia primarily affects boys and young men, who tend to internalize the emotional/social challenges of the condition, to not appear "weak".
Entertainment makes these issues mainstream (okay to talk about, and get help for) in a form they're already watching.
Write a short summary of what happens in the film
“Buy green bananas” is a saying that means “plan for the future.” This episode features Devon, a 26-year-old man with hemophilia, who is concerned about the effects of hemophilia as he gets older.
In the episode, host Justin Willman introduces Devon to Mark Skinner—one of the most venerated members of the hemophilia community worldwide. For the first time ever, Devon divulges his fears to someone who can truly relate.
Mark coaches Devon on preserving joint health and on coping with other health problems that may develop as you grow older. Devon talks about his recent diagnosis of type 1 diabetes, and Mark shares that he has been coping with HIV and hepatitis for decades. The episode becomes not just a lesson in living for today, but in the singular brotherhood of the shared experience of hemophilia.
Cultural/Context information for the jury
Challenge Accepted is a reality/comedy series that takes on the unspoken issues of hemophilia. Each episode features a host (Justin Willman from Netflix's Magic For Humans), a guest (someone with hemophilia facing a specific challenge), and a coach (an expert who can help).
In this episode, titled “Buy Green Bananas” (a saying that means "plan for the future") Devon struggles with what his future looks like with hemophilia. So he and Justin live the day like it's 2049. They meet coach Mark Skinner - former president of the World Federation of Hemophilia - who offers tips, advice, and brotherhood.
More Entries from 21GRAMS
24 items
