Acticoat, Smith+Nephew’s antimicrobial wound dressing, is well-known for its infection-fighting silver technology. We knew the challenge wouldn’t be proving its effectiveness as healthcare professionals already trusted the science. The issue was timing.

Acticoat was too often seen as a last resort, used only after an infection had taken hold. But waiting too long can lead to escalating health complications, higher costs, and worse patient outcomes.

Our objective was to shift behaviour, encouraging earlier intervention by reframing Acticoat as the first line of defence and not the backup plan. 

We needed a message that would stick, and one that cut through the noise and resonated with busy healthcare professionals. It needed to be built on a simple yet powerful truth, on the first signs of infection. This is where the idea of “Time to Act” began, and the need to “Act with Certainty”.

We reinforced this message through a campaign rooted in authenticity. Instead of polished, clinical visuals, we used real-world reportage photography – gritty, in-the-moment imagery that reflected the urgency and reality of healthcare decision-making. This raw, documentary-style approach positioned Smith+Nephew as a true supporter of frontline professionals, not just another brand selling a product.

To ensure rapid comprehension, we developed concise, data-led infographics, allowing key facts to be absorbed at a glance which are perfect for time-poor professionals making split-second choices. The campaign rolled out across multiple touchpoints, from detail aids and print advertising to a dedicated campaign website, ensuring consistent messaging and maximum impact.

Through all of this, we were able to achieve a shift in perception, making healthcare professionals think differently about when to use Acticoat, not just why.