The Why

In 2013, the FDA reported that minorities, including African Americans and Hispanics, are dramatically underrepresented in clinical trials. One likely reason? Clinical trials require volunteer participation—and these populations don’t typically trust trials enough to volunteer.

Moore was selected to launch a national campaign to change the conversation around the importance of diversity in clinical trials.


  • Brand Development
  • Digital Media
  • Event Planning
  • Influencer Relations
  • Media Relations
  • Public Relations
  • Research
  • Strategic Planning
  • Website Design and Development

The How

After an extensive research phase, we created the name and brand for the campaign and initiated a broader conversation around the benefits of diversity in clinical trials.

Securing Partners and Influence

With a limited budget and no money for advertising, we chose to focus specifically on reaching key influencers, including patient advocacy organizations and physicians who could take our message to the communities they serve. We placed special emphasis on key influencers of the communities who have been historically underrepresented in clinical trials, including African Americans, Asian Americans and Hispanics, but also included organizations that reach the general population.

We also aimed to secure partnerships with like-minded organizations, as well as highlight stories of clinical trial researchers and participants to demonstrate the (often life-changing) benefits of clinical trial participation.

I'm In Brand Film

The Results

Moore got the work in 2013 and successfully generated more than 146 million multimedia impressions. Much of the dialogue occurred on digital media and through media outlets – 95% of the stories were positive in tone, indicating a shift to a more encouraging conversation about the importance of diversity in clinical trials.

We secured partnerships with more than 160 advocacy organizations to help spread the word about the importance of clinical trial participation, including National Council of Asian Pacific Islander Physicians, National Caucus and Center on Black Aging and MANA, A National Latina Organization.

Articles were featured in well-known publications such as KoreAm, Ebony, and Heart & Soul Magazine, the latter featuring the story of African American breast cancer survivor and clinical trial participant Averl Anderson.

After launching nationally and growing the program, we handed it off to the National Minority Quality Forum, one of our program partners.