LONDON, UNITED KINGDOM — In a bold move to reshape perceptions of healing, Publicis London has unveiled Undeserved, the latest campaign for Essity’s leading wound care brand, Leukoplast. As the first initiative under the global platform Healing For Every Body, this campaign takes a raw, unfiltered look at the personal and often overlooked struggles of recovery.
Blurring the lines between storytelling and advocacy, Undeserved challenges traditional narratives around healing. Spanning social, digital, and print, the campaign highlights six deeply personal journeys, shedding light on barriers such as skin tone bias, age bias, and the emotional complexities of recovery. Designed to resonate with healthcare professionals and patients alike, it calls for a more inclusive and equitable approach to wound care.
At the heart of the campaign is a powerful two-minute film directed by Chris Fowles through Prodigious. This cinematic piece, launching globally across the UK, Germany, and Latin America, captures the raw realities of healing – mastectomies, post-partum infections, and skin tears and the like while embracing the highs, lows, and everything in between. A deeply moving original track by Massive Music underscores the film’s hopeful yet honest portrayal.
Across social and digital, the six vignettes have been repurposed into shorter, standalone cutdowns of 20 seconds, 15 seconds, and 6 seconds to connect with diverse audiences with relevant, tailored messaging.
Noel Bunting, Chief Creative Officer, Publicis London, said: “We’re pushing the boundaries of what wound care advertising looks like by showing the unfiltered realities of recovery in the process – the setbacks, the small victories, and the emotional weight that comes with it.”
Lisa Myers, Global Brand Communications Manager, Essity, added: “This is more than just a campaign—it’s a statement. With ‘Undeserved’, we are shining a light on the realities of healing, breaking down biases within healthcare, and reinforcing our commitment to ensuring that every body has the right support throughout the recovery process.”
As integrated agency partner to global hygiene & health company Essity, Publicis London holds creative responsibility for a wide range of Essity’s brands, including Cushelle, TORK and JOBST.
CREDITS
Campaign Title: Undeserved
Creative Agency: Publicis London
Chief Operating Officer: Trent Patterson
Business Director: Luke Cambridge
Senior Account Manager: Gintare Lileikyte
Account Manager: Henrietta Nielson
Global Strategy Partner: Alexandra Mimoun
Senior Strategist: Dalonie Graham
Chief Creative Officer: Noel Bunting
Creative Director: Valentina Amenta, Rhys Hughes and Barret Helander
Senior Creatives: James White and Henry Finnegan
Head of Design: Ryan Connolly
Senior Designer: Oskah Manchip
Agency Producer: Emma Havard-Jones
Photographer: Mark Wesley
Client: Essity Medical
Marketing & Communication Director: Isabel Dahlberg
Global Therapeutic Area Director Wound Care: Sascha Casu
Global Brand Communication Manager: Lisa Myers
Global Brand Communication Manager: Tina Püttmann
Global Associate Brand Communications Manager: Jessica Lorson
Global Digital Content Manager: Sarah Jouanny
Global Product Manager: Isabell Siemers
Production Agency: Prodigious
Executive Producer: Richard Grisman
Producer: Stephen Riera
Director: Chris Fowles
DOP: Henry Gill
Service Company: GoGo Projects (Turkey)
Post Producers: Lara Parker & Sam Faulkner
Offline Editor: Jason Fok
Audio Engineer: Michael Powell
Motion Graphics: Rowena Matthews
Flame: Jack Kennedy
Harbour Colourist: Jonny Tully
Music: Massive Music
