Positioning Safety as Standard Practice
Creative Direction
Brand Strategy | Art Direction
The Client
B. Braun Medical is a global leader in medical technology and safety, partnering with healthcare providers to improve outcomes across pharmacy, oncology, and clinical care.
Well, there’s your problem
The Crux
Despite clear risks, many nurses and clinicians still weren’t fully aware of the dangers they faced when handling hazardous chemotherapy drugs. And with new USP <800> safety standards set to take effect, the gap between awareness and compliance posed a real threat, both to providers and public health.
The challenge wasn’t just education. It was urgency.
There was a narrow window to inform, engage, and drive action before the deadline hit.
Leading the Conversation
The Strategy
With the Oncology Nursing Society (ONS) tradeshow on the horizon, the timing was right. The campaign launched under a clear call to action: Ready for <800>.
The experience led with interaction where the tradeshow space invited attendees to explore the risks, tools, and standards in a hands-on way. Expert interviews, live product demos, and a selfie station encouraged both personal engagement and broader social sharing
The campaign made safety a conversation, not just a checklist.
A branded digital hub, pre-show teaser ads, direct mail, and social content extended reach and impact, turning a regulatory shift into a brand-building moment.
