Transforming public perception through storytelling
Orthotics & Prosthetics Unit, St Luke’s Hospital
Healthcare
Targeted PR strategies to raise awareness on the work of the Orthotics and Prosthetics Unit
A coordinated PR campaign was launched to spotlight the work of the Orthotics and Prosthetics Unit (OPU) at St Luke’s Hospital through the heartwarming story of Gwen Grace Green, a seven-year-old girl who became an embodiment of resilience and joy, despite the challenges posed by her condition, Proximal Femoral Focal Deficiency (PFFD).
Our approach was twofold: highlight Gwen’s spirited life through an uplifting narrative while simultaneously drawing attention to the often-overlooked advancements and compassionate care provided by the Prosthetics Unit. This story served as a powerful vehicle to elevate public awareness and appreciation for the field of prosthetics, showcasing how these medical innovations directly enhance quality of life.
The campaign captivated audiences with a dynamic range of coverage, from an engaging cover story in The Sunday Circle to a compelling video that featured interviews with the medical staff at the Prosthetics Unit, alongside moments from Gwen’s daily life. This visual companion piece not only enriched the story but also provided a more intimate look at the impact of the Unit’s work on patients’ lives.
Through our strategic use of storytelling in PR, we aimed to change the conversation around disability and medical support, portraying prosthetics as not just functional tools but as enablers of a vibrant and active lifestyle. The campaign not only brought well-deserved recognition to the Prosthetics Unit but also sparked conversations about the potential for prosthetics technology to transform lives, all the while ensuring that Gwen’s story was told with the sensitivity and impact it deserved.