The Change That Matters

Black, Latiné and Indigenous communities are under-represented in medicine, specifically in dermatology.

The Work

The American Academy of Dermatology, the largest and most representative of all dermatology associations, was seeking a way to expand awareness of its Pathways Program, a five-year plan with the goal of increasing under-represented physicians in dermatology. Golin Health kicked off a media relations campaign to support the Pathways Dermatology Career Prep and drive large-scale awareness of the initiative among participants and ultimately increase racial diversity in the field.

The Impact

An Associated Press feature including four student, mentor and doctor voices, reached 1.18+ billion impressions through the initial article and 520+ syndications, paving the way for subsequent programming over the next several years. The Pathways program continues to expand with more medical students enrolling in workshops across the US.