During the Covid-19 pandemic, ICU teams were in a relentless fight to save lives. But amidst this, a secondary issue emerged – patients on ventilators were at higher risk of developing pressure ulcers on the face and neck due to prolonged intubation.

Frontier Medical, a leader in pressure ulcer prevention, saw an opportunity to repurpose an existing product, Dermisplus Prevent Tubing, to help frontline nurses protect critically ill patients. The objective was clear: in the midst of the pandemic, Frontier Medical needed cut through the noise and communicate the importance of prevention to exhausted and overstretched ICU teams with the help of their product.

We needed an empathetic and direct campaign that resonated with specialist nurses at a time of extreme stress and exhaustion. The solution was a concept built around "Leaving Your Mark" – a powerful juxtaposition between the positive impact of a nurse’s care and the painful marks left behind when pressure ulcers develop.

To bring the message to life, we developed striking visuals featuring embossed messaging imprinted on the skin – literally showing the difference prevention makes. The campaign was rolled out globally as a flexible toolkit, including social assets, landing pages, email templates, advertising, and a claims matrix to ensure clear communication of product benefits.

By reframing pressure ulcer prevention as a small yet crucial act of patient care, we helped Frontier Medical drive adoption of Dermisplus Prevent Tubing – giving nurses another tool to protect the most vulnerable in critical moments.