Blue Shield of California’s #HearMe initiative set out to raise awareness of racial and gender bias in the medical industry, giving voice to those impacted.
HOW?
LA Times Studios brought this vision to life by sharing the stories of 12 courageous women who confronted bias firsthand.
Through intimate black-and-white video testimonials, midroll audio shared across the LA Times network, and in-depth investigative articles, the campaign created a powerful platform for others to share their experiences.
