Touch: EQL Band
Touch, The Black Breast Cancer Alliance, sought to expose critical racial bias in smartwatch health data impacting people of color. They aimed to raise awareness among the public and compel tech manufacturers to address this inequity, advocating for truly inclusive health technology solutions.
Creative Idea
Invented a prototype smartwatch band to expose and solve racial bias in health data.
By inventing the EQL Band, a smartwatch prototype that accurately measures heart rates across all skin tones using sound technology, the campaign exposed critical health data bias in existing wearables and challenged the tech industry to create equitable health solutions for everyone.
Creative Strategy Deconstructed
Company
Touch, with FCB Health's expertise, could credibly advocate for health equity and innovate solutions for systemic biases in health technology.
Category
The health tech category often overlooks racial disparities in product design, leading to biased data and unequal health outcomes for diverse populations.
Customer
People of color felt frustrated and overlooked by health tech that failed to accurately serve their needs, impacting their health decisions and trust.
Culture
A growing cultural awareness of systemic racial bias in technology and healthcare created fertile ground for a campaign addressing health equity.
Company
Touch, with FCB Health's expertise, could credibly advocate for health equity and innovate solutions for systemic biases in health technology.
Category
The health tech category often overlooks racial disparities in product design, leading to biased data and unequal health outcomes for diverse populations.
Strategy:
Leverage product innovation to expose systemic bias and catalyze industry-wide change for equitable health outcomes.
Customer
People of color felt frustrated and overlooked by health tech that failed to accurately serve their needs, impacting their health decisions and trust.
Culture
A growing cultural awareness of systemic racial bias in technology and healthcare created fertile ground for a campaign addressing health equity.
Strategy:
Leverage product innovation to expose systemic bias and catalyze industry-wide change for equitable health outcomes.
Strategy Technique
Build an Utility, Not an Ad
The campaign developed the EQL Band prototype to serve as a tangible solution and proof-of-concept. This utility directly demonstrated how to overcome smartwatch health data bias, making the call to action concrete.
Explore Technique
Creative Technique
Invent a Complementary Product
The campaign developed the EQL Band prototype to serve as a tangible solution and proof-of-concept. This utility directly demonstrated how to overcome smartwatch health data bias, making the call to action concrete.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its ability to blend compelling visual storytelling with clear, impactful information delivery, effectively highlighting a critical social issue and presenting an innovative solution.
The rapid-fire montage of news clips and social media content, combined with the precise timing of text overlays and sound effects, creates a powerful and urgent exposition of the problem.
The distinct visual shift from the somber, realistic portrayal of the problem to the sleek, metallic aesthetic of the solution, along with the consistent use of the unequal sign graphic, effectively communicates the campaign's message.
The use of a jarring glitch sound to mark the problem's revelation and the driving, rhythmic electronic music throughout effectively build tension and underscore the ad's serious tone.
The clear, bold, and well-animated on-screen text, especially the concentric circles revealing the call to action, ensures the core message is delivered with maximum impact and readability.
The campaign's magic comes from the seamless synergy between its urgent editing, impactful art direction, evocative sound design, and clear typography, which collectively amplify the emotional weight and call to action.
