#gleichgesund – Campaign on Health as a Human Right

Health is a human right – yet medical care in Germany remains inaccessible to many. People without health insurance, the homeless, or refugees encounter bureaucratic hurdles and stigmatisation – or there is a lack of support centres. These inequalities in the healthcare system mean that those with the greatest burdens often receive the least help.

For 25 years, Ärzte der Welt (Doctors of the World) in Germany has been committed to closing these gaps and advocating for the human right to health for all.
For the 20th anniversary of its German section – in 2020 – Ärzte der Welt planned a large-scale campaign to draw attention to inequalities in healthcare and simultaneously visibly acknowledge two decades of commitment in Germany. Volunteers, patients, and full-time staff were to act as ambassadors, conveying the organisation’s work through films, social media, and a dedicated website.

flmh won the bid with a concept that linked the stories of the protagonists with data and facts on structural barriers in the healthcare system under the hashtag #gleichgesund (equally healthy). This created a narrative that reflected the multifaceted nature of experiences while emphasising the human right to health for all – regardless of origin, gender, or social status.
For the campaign, we developed all storyboards and interviewed a total of 19 protagonists – under COVID-19 conditions and with special protection for those involved. Editing, production, as well as the design and implementation of the website were entirely handled by flmh.

The result was a multimedia campaign platform that impressively brought together the cinematic mosaic of the protagonists. Additionally, a short film with health policy demands, a teaser film, and a series of shareable images for social media distribution were created.