Publicis London and Essity Challenge Healing Taboos in Raw New Campaign for Leukoplast

Publicis London has unveiled a new campaign for Essity brand Leukoplast, ‘Undeserved’, the first campaign delivered under the new ‘Healing For Every Body’ global platform. 

Spanning social, digital and print, the integrated campaign highlights how wound care brand Leukoplast empowers people through their recovery journey. ‘Undeserved’ challenges outdated perceptions of healing, spotlighting six deeply personal and diverse stories that reflect the real, often overlooked struggles of recovery. 

Targeted at healthcare practitioners, the campaign raises awareness of the barriers to healing that many patients face whilst shining a light on critical issues in healthcare, such as skin tone bias and age bias, and advocates for a more inclusive approach and healing equity for all. 

The campaign, which launches today (3rd March), leads with a two minute film runs across global markets including the UK, Germany and across Latin America. To cater to the international audiences the brand serves, the film will be available in multiple languages, ensuring cultural relevancy. 

Directed by Chris Fowles, through production company Prodigious London, the film follows six patients as they navigate the physical and emotional realities of recovery, from injuries such as mastectomies and skin tears, the risk of post-partum infections and the impact of biased skin assessments. To show the true highs and lows of healing, the film embraces raw, cinematic storytelling, breaking away from the traditionally sterile visual of medical advertising. The film is accompanied by an uplifting original track by Massive Music to depict the unfiltered realities of recovery in an honest yet hopeful way. 

Across social and digital, the six vignettes have been repurposed into shorter, standalone cutdowns of 20 seconds, 15 seconds, and 6 seconds to connect with diverse audiences with relevant, tailored messaging.

Noel Bunting, chief creative officer, Publicis London, said, “We’re pushing the boundaries of what wound care advertising looks like by showing the unfiltered realities of recovery in the process - the setbacks, the small victories, and the emotional weight that comes with it.”

Lisa Myers, global brand communications manager, Essity, added, "This is more than just a campaign—it’s a statement. With ‘Undeserved’, we are shining a light on the realities of healing, breaking down biases within healthcare, and reinforcing our commitment to ensuring that every body has the right support throughout the recovery process.”

As integrated agency partner to global hygiene & health company Essity, Publicis London holds creative responsibility for a wide rangeof Essity’s brands, including Cushelle, TORK and JOBST.