How do you make a new wound management dressing look appealing, when it is hard on the eyes?

Hard to imagine. Wound management products for the treatment of acute and chronic wounds have advanced over the years, where their timely use are now a critical part of a patient’s wound healing plan. Smith & Nephew had just introduced a new type of product, ACTICOAT antimicrobial barrier silver dressing, which was unlike any other dressing in the market, both in terms of its clinical properties and its relative ‘hard’ look.

Outlook, not looks. With the ACTICOAT silver dressing system, there wasn’t a way to dress up the issue. Its look was almost overpoweringly negative and unattractive, compared to softer, lighter looking wound dressing systems. After weeks of deliberation, we decided to fully embrace the ‘Hard side’ of ACTICOAT. If it was this hard to look at, imagine how hard it must be on bacteria?

Embracing the dark side. We designed the key campaign to reflect the darker side and silver coating of the dressing. The premise of a wound dressing so powerful it sends bacteria packing, was well received and produced greatly improved take-up amongst key clinical audiences like practice nurses.