The Alliance to Protect Medical Innovation (APMI) engaged NJI to produce a video that would educate policymakers about the importance of funding biolabs and research for new therapies, with a focus on funding related to sickle cell disease (SCD).

Our team concepted, planned, and produced a documentary-style video that humanizes the work of the researchers and the people who benefit from it. The video tells a poignant story of a mother with SDC striving to provide her son with the best care possible, paired with the narrative of medical researchers who are committed to making that possible.

Recognizing that SCD is an invisible disease, we highlighted personal experiences of those affected to make the disease more visible while eliciting a deep, emotional response. We incorporated an educational component to shed light on the prevalence of SCD, gaps in existing treatment, and APMI’s drug development efforts, helping the target audience understand both SCD and the importance of supporting related research.

We structured our interviews to weave a cohesive and compelling story, seamlessly integrating the perspectives of a family affected by SCD with those of medical researchers focused on funding and policy.

Despite logistical challenges, including limited scouting of the West Coast location and tight subject schedules, our team successfully navigated these obstacles to capture impactful interviews and illustrative B-roll.