From The Margins

Client: Gilead Sciences

Gilead Sciences has been delivering pioneering breakthroughs in medicine for more than three decades, with a goal to creating a healthier world for all people. Its pioneering work goes beyond medicine in patient care, particularly addressing health inequality in all its forms.

In 2023, the nation celebrated the 75th anniversary of the NHS, yet there are still vast inequalities in our healthcare system and society. Those living on the margins of society – be it through race, religion, gender, social class – do not get the same access to healthcare and experience stigma, discrimination, and prejudice. Gilead and Cow worked together to highlight its support for six advocates with life-threatening illnesses who are on the margins yet have overcome inequality to lead normal lives. Their stores were published in an inspirational book, From the Margins, intended to be one of the most difficult books to read. Unlike any book that’s been published before, the typeface for each of the biographical stories was set entirely round the margins of the pages. Gilead worked with historian and broadcaster Professor David Olusoga, who wrote the foreword, fronted the media relations and social media campaign, and hosted a book launch event attended by internal and external stakeholders, as well as the six advocates. The creative idea and visceral impact of the six stories saw this corporate reputation campaign crossover into mainstream media. Feature pieces and interviews in the likes of Sky News, Mail Online and even HELLO! The campaign video had over 82,000 views.