Brigham and Women's Hospital
Print and Digital Publishing: Single or Special Issue - Gold
Best in Show Finalist
Brigham Health magazine is published by the Development Office of Brigham and Women's Hospital. It is journalistic, rather than promotional, and is purely for cultivation and education. As such, it contains no explicit fundraising language, highly unusual for a publication from a fundraising organization. Each issue of the magazine explores the hospital’s missions of care, research, education, and community health in the context of a particular theme. Previous issues’ themes included prevention, mental health, technology, and immunology. The Winter 2022 issue shares stories of the Brigham’s work of identifying and eradicating racism in medicine and health care.
What was the most impactful part of your entry?
The honesty and candor shared about racism in medicine from people at all levels of the hospital were the most impactful. The magazine clearly struck a nerve because we received a lot of emails and letters, both positive and negative. We also raised more money from this non-fundraising magazine edition than any prior issue.
What challenge did you overcome?
Perhaps the biggest challenges we overcame were in figuring out how to distill a huge topic, with thousands of hours of research and dozens of interviews, into a 40-page publication. We all experienced so much outrage and heartbreak while we were putting it together, but we wanted to present the material in a way that let readers experience their own outrage and heartbreak without having to wade through our own.