An expanded definition of what it means to heal
Consumer research uncovered the insight that injuries are as much physical as they are emotional. Whether tied to a physical injury or not, emotional injuries were acknowledged as also limiting, yet not always acknowledged or discussed as part of the broader societal zeitgeist.
Band-Aid, a brand known for healing, sought to stand for - and support - healing that's broader than physical wounds, to the deeper emotional injuries that limit us.
To that end, the brand developed communication & commercial activations to live more fully into a renewed brand purpose, working to establish relevancy and trust in its consumer audience, particularly gen z.
Healing Ambassadors
A partnership with influencers who use art to help heal themselves and/or their communities shines a light on artists who share Band-Aid's purpose and vision for bringing healing to all.
A portion of proceeds from bandages with the influencers' art support their individual causes. A sticker for wearing on clothing or adding to water bottles was developed for audiences to show their support.
Healing through Community
A community engagement website was developed to serve as a central source of news, information, and support, with positive news articles highlighting uplifting stories, links to healing ambassadors, and more.
New Product Innovation
Grounded in a new purposeful direction, innovation concepts for Band-Aid included:
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Skin-matching app for customizing bandages
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Bandage "skins" with custom print-at-home artwork
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Sticker "decoy" bandages for children
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Fabric patches for clothing "boo boos"