Roche

Opening a topical debate to global audiences

Challenge

While personalised medicine is becoming more of a reality for patients, genomic testing and the science behind it remains highly controversial, emotive and deeply polarising. The conversation was typically dominated by experts and rooted in high science.

Solution

Stop using science to shift the needle on opinion and instead address people’s concerns about the ethics and impact of the debate.

Execution

Streaming the ‘Great Genomics Debate’ on Facebook opened up the event beyond the four walls of the room and brought people into the discussion. Interactive polling and online conversations allowed viewers to share their reactions in real time.

Influence

Live streaming enabled a 27-fold increase in participation with the event, while footage recorded gave the event longevity. Online reach was entirely organic and the livestream drew in over 2,000 viewers.