Project Description
People-Centred Care is an important health systems concept that tries to put 'people' at the centre of healthcare. Whilst this may seem like a basic idea, it’s actually quite complex. This is because health practitioners and facilities often have incentives that put other needs at the centre of processes instead of the needs of the patient or their family. Whilst sometimes this has to do with power, most of this is often in the name of good ideals such as efficiency, cost savings or maximising limited resources.
Yet People-Centred Care is able to increase health outcomes whilst at the same time saving time and cost, it does this over the course of a patients health journey and can feel counterintuitive when viewed through the lens of a single appointment or interaction which is often why it's difficult to get medical professionals onboard with the concept.
Dr Rasul Baghirov was aware of these dynamics as head of ISD (Integrated Service Delivery) at WHO WPRO. To assist the work of his team he asked me to develop a video to better explain People-Centred Care as well as help key stakeholders see its benefits.
As his team was made up of disparate professions and technical backgrounds there was much debate around what the video should focus on. I spent much time navigating this and coming up with a final script they each felt would be effective.
Towards the end of the project, Stephanie Ngo from WHO headquarters caught wind of our work. With the help of her boss Simeon they commissioned me to extend the project to build on the work I had started with the WPRO team. The culmination of this was a video that has received strong success both online and offline. In the year it was launched, it was the second most played and shared video across all the World Health Organizations social media channels. It was played in a number of prominent global events and has since been translated into additional languages, most recently German in 2021. Although a number of years old, it still get re-posted and re-used each year for a range of purposes.
Whilst I don’t think the video is anything groundbreaking from a film perspective, I think it walks the line in how well it talks to a range of disparate stakeholders and I’m proud of the role I was able to play in leading the process to create that outcome.
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