Speak Liver

The Speak Liver campaign takes an accessible and human approach to raising awareness about liver health and a disease called MASH. The campaign, led by a bold video series, gives viewers the opportunity to see themselves in the campaign. Casting considerations were foundational, with talent selected for their ability to bring multidimensional characters to life—to transcend category platitudes and stereotypes—so that featured individuals feel like people we all know. The depiction of family dynamics was important because MASH is a genetic disease that usually runs in the family. Direction of talent took a largely hands-off approach, allowing actors to create organic moments that felt unscripted. Graphic novel-inspired visual elements and bold typography grab attention and reinforce the campaign’s commitment to urgency and energy. Raw storytelling, modern design, and relatable characters come together to effectively communicate an underspoken truth: those at risk for MASH need to urgently get screened.