Building trust in clinical trials through storytelling

The Challenge

Mistrust toward clinical trials runs deep in the Black community, rooted in historical injustices such as the Tuskegee Study. This legacy has led to significantly lower participation rates in research, impacting both inclusivity and the quality of healthcare outcomes.

The challenge was to acknowledge this mistrust openly and create a piece of storytelling that could help rebuild confidence. Rather than persuade or promote, the aim was to spark conversation, show empathy, and humanize the research process. The work needed to resonate deeply with individuals who have valid reasons to feel excluded, while also educating healthcare professionals and trial sponsors about the importance of inclusion.

The Solution

We created Building Trust: Diversity in Clinical Trials, a documentary-style film designed to balance honesty with hope.

The narrative was anchored by three authentic voices:

• A patient, sharing lived experience of participation.
• A clinical investigator, reflecting on responsibility and transparency.
• A pharmaceutical representative, acknowledging institutional challenges and progress.

Filmed with emotional intimacy and calm pacing, the piece combined direct-to-camera interviews with mirror imagery to evoke self-reflection. A minimal color palette and subtle sound design underscored the emotional tone, while accessibility features such as subtitles ensured broad reach.

The creative strategy was grounded in transparency and empathy, showing that facts alone would not shift perspectives. By weaving personal stories together, the film reframed clinical trial participation as a shared goal between communities, investigators and industry.

Value Created

Building Trust became a cornerstone of a wider awareness campaign delivered by a global pharmaceutical company and their media partners, reaching broad audiences with both full-length and shorter social cut-downs.

• High engagement: Since launch, the campaign has delivered more than 1.2 million impressions, over 15,000 engagements, and 8,000+ clicks to a dedicated landing page.
• Impactful resonance: The film achieved a click-through rate 18% higher than Meta’s benchmarks, proving its ability to capture attention and drive interest.
• Broader education: Beyond public audiences, the film served as an advocacy tool for healthcare professionals and trial sponsors, demonstrating how inclusive, respectful participation can look and feel different.

By blending authenticity with cinematic quality, Building Trust offered a respectful, human-centered perspective on clinical research. It showed that rebuilding trust is possible when institutions are willing to listen, acknowledge history, and create space for real stories.