Question
How do you put the issue of healthcare on the political and social agenda during an election season? Johnson & Johnson Innovative Medicine asked Castro to develop a communications strategy that would bring the issue to the attention of politicians, the media, and the public.
Approach
Together with Johnson & Johnson Innovative Medicine, Amgen, and MSD, we developed a communication strategy centered on a substantive election debate. We brought together relevant political parties, experienced moderators, and national media outlets, and created a program with substantial content and journalistic news value. Through a livestream on telegraaf.nl, we made the debate accessible to a broad audience.
Result
Many thousands of people followed the debate online. The NPO took over the program and aired it several times on NPO Politiek in the run-up to the House of Representatives elections. Due to its success, the approach was repeated in 2024 during the European elections. This debate was also broadcast repeatedly by the NPO. As a result, the topic of healthcare received widespread political, social, and media attention during two election campaigns.
