CSL Launches 'Everyday Trailblazers' Campaign
22 February 2022
Leading global biotechnology company CSL has a launched a new media campaign designed to celebrate the critical contributions of medical scientists in leading the world out of the pandemic and creating a healthy, safe, future for our communities.
The ‘Everyday Trailblazers’ campaign features eight CSL scientists including a samurai sword wielding research biologist, a women’s football-playing influenza vaccine production coordinator and a vintage car enthusiast who worked on CSL’s COVID-19 vaccines programs.
“Trailblazers are pioneers who are willing to take risks and forge a path where none currently exits. Trailblazers are innovative thinkers who challenge the status quo, opening new frontiers for others to follow,” said Dr Michael Wilson, Vice President Research, CSL.
The campaign is based on new research commissioned by CSL (1) which revealed that a majority of Australians think medical research is vitally important to the country’s future with eighty three per cent (83%) of adults affirming that medical research plays a critical role in securing Australia’s health and prosperity.
Challenging the image of what a superhero looks like, 39 per cent or respondents described medical researchers as modern day superheroes.
More than half the survey respondents (54%) credited medical researchers with responsibility for many modern medicines, yet four out of ten people (44%) don’t believe scientists receive the praise they are due for developing breakthrough medicines.
“A crisis breeds trailblazers. The world has seen some wonderful examples of these throughout the pandemic, with medical scientists applying innovative thinking to find solutions at record speed,” said Dr Wilson.
“The passion of our medical scientists around the world delivers on our promise to make life better for people everywhere. They are creative, driven people who are willing to take calculated risks in service of big ideas. We’re very proud of our colleagues and excited to share their stories with the world – and hopefully inspire others to forge careers in life sciences,” said Dr Wilson.
Despite 42 per cent of survey respondents describing medical scientists as creative problem solvers, only one in ten (14%) think they would be really interesting people to hang out with.
CSL’s campaign seeks to challenge stereotypes about people who work in STEM, demonstrating that these superheroes are relatable as ‘everyday’ people; parents, partners and friends, with eclectic personal interests and passions that inspire the creativity needed to drive new and better medical solutions.
Meet the CSL Trailblazers in this library of videos - visit: https://www.csl.com/everyday-t...
The videos were filmed by the scientists, living and working under a range of pandemic restrictions.
(1) Research conducted by Quantum Research 20-24 January 2022 via the AustraliaNow survey.
For more information about CSL Limited, visit www.csl.com.au
CSL (ASX:CSL; USOTC:CSLLY) is a leading global biotechnology company with a dynamic portfolio of lifesaving medicines, including those that treat haemophilia and immune deficiencies, as well as vaccines to prevent influenza.