Decoding Human Health & Dignity - Campaign

Illness can steal life’s precious moments. Abbott’s life changing-technology helps get them back.


When people think about health and human dignity, the focus is often on ageing or severe illness - inevitabilities of life. Abbott believes it’s bigger - that dignity is the freedom to live life liberated from the worry and weight of sickness, to reclaim the precious moments that fill up a healthy life. And it is Abbott’s life-changing technologies that help bring back the everyday moments essential to human life. Because dignity demands it. Our challenge was to create and build a campaign to communicate this message in a human and effective way.


Toaster created a brand film, social and digital assets, as well as patient story films that looked at how Abbott’s life-changing solutions bring Dignity - a universal human want - back to the patient’s everyday.

The focus on Health & Human Dignity is a fundamental shift in the way a health-tech brand speaks to its consumers, focusing on the quiet confidence of patients compared to overtly celebratory moments.