Northwell's The Fabric of Life
Activation • PR
What is it
Our DNA shows us how diseases work, and how to cure them. The more diverse our DNA samples are, the better we can cure diseases. But as of today, only 19% of publicly available DNA samples are from non-white populations. Northwell Health is amassing the largest, most diverse DNA database in the world. To create awareness for the importance of diversity in curing diseases, we're turning DNA samples from the Northwell database into a long, weaved blanket that represents the diversity of America, and the potential cure of all diseases.
Why it died
During production, funding and legal intervened, and well, you know the rest.
Conceptualizing • Creative Direction • Art Direction
Talented creative team
Sean Ellman • Ben James