Courtney Sofiah Yates directs powerful Genentech spot following a Black woman’s journey through the healthcare system
A new campaign titled Question Reality has launched from Genentech and Goodby Silverstein & Partners, examining health inequities through the questions asked by a Black woman through her journey with the healthcare system.
With 224,080 new cancer cases and 73,680 cancer deaths expected to occur among Black people in 2022, the ad underscores the urgent need to act now to address healthcare inequities and drive systemic change. The Ask Bigger Questions campaign is Genentech’s larger effort to advance health equity by asking bold questions to address the greatest challenges in healthcare.
The new spot depicts the story of a Black woman throughout her journey with the healthcare system, first as a patient and later as an empowered Genentech scientist and leader. As a young girl, she questions why a doctor didn’t believe her, and as an industry-leader, she stresses the importance of asking bigger questions and addressing the root causes of systemic inequities in healthcare.
To authentically represent the woman’s experience, Genentech ensured the production team was led by diverse voices in every aspect of pre- through post-production. The film was directed by Courtney Sofiah Yates, a Brooklyn-based and award-winning Black filmmaker and photographer.
“It is time that as an industry, we back up our words with intentional actions that tackle the root causes of systemic healthcare inequities,” said Veronica Sandoval, principal, inclusion and health equity, Genentech. “This crisis is not new. Barriers to access and quality healthcare have had generational impacts and have taken the lives of far too many people. Through this new campaign ‘Questions Reality,’ Genentech aims to elevate important questions that often go unheard, and ignite a sense of urgency to address them.”
“Our partnership with Genentech is grounded in our shared commitment to disrupt and respond to inequities in healthcare. We hope this campaign brings attention to the experiences of patients of color and puts their health at the forefront of the diversity, equity, and inclusion movement,” said Dr. Jennifer Gomes, associate partner and head of equity, diversity and inclusion at GS&P.
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