All human beings love a good story. In fact, we’re hardwired to seek them out. Having an acronym after your name doesn’t make you immune – it’s true whether you’re a doctor, a nurse, a surgeon or a patient.

For this reason, we believe that great creative – the combination of imaginative storytelling and powerful insight – shouldn’t just be reserved for big consumer brands. Beautiful creative should be used as a force for good across health and well-being. It’s the process we live and breathe by, and it leads to work that really matters and drives change.