Gold | Healthcare Consumer Media Brand, 2020 – MM+M Awards – MM&M

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Condé Nast  

Self: Igniting Health Conversations to Drive Change

Condé Nast’s Self magazine has long been committed to health service. But in recent years, it has doubled down on that mission, with editor-in-chief Carolyn Kylstra committing to four core values: inclusivity, accuracy, empathy and bodily autonomy.

The magazine and its digital channels provide science-backed health information, with a distinct editorial through a different POV. By taking a human approach to health journalism, it shares personal accounts from people living with conditions, answering their questions with medical experts and then empowers them to make their own decisions.

One of the first brands to release digital covers, it focuses on celebrities with important health stories. For example, singer Alanis Morissette opens up about being pregnant at 45 and postpartum depression. Actress Taraji P. Henson talks about mental health. And Olympian Allyson Felix anchors an ambitious focus on the Black maternal mortality crisis. 

These cover packages offer in-depth features that move health conversations forward. Each is a long-form profile, with stunning original imagery, and often an accompanying intimate to-camera video. 

To combat the global threat of vaccine-hesitancy, Self launched #VaccinesSaveLives. In partnership with the American Academy of Pediatrics, it used medically accurate imagery to convey the vaccine experience. And it released a special issue of the same name, using evidence-based reporting and creative imagery to show how life-saving vaccines are. The project sparked a cultural conversation on national news outlets and social media, with health professionals, journalists and more. 

Our judges call Self’s reinvention bold, beautiful and brave. “This is a significant modernization of a well-established brand.”

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