[Editor’s Note:Companies sometimes struggle to connect CSR with their corporate values. The story below illustrates an innovative way a pharmaceutical translated its interest in offering patients creative solutions into a CSR effort.
In 2019, cannabinoid pharmaceuticals company Greenwich Biosciences, the U.S. arm of GW Pharmaceuticals plc of the U.K., embarked on a program to enhance the lives of epilepsy patients, the customers of its medicines. In addition to suffering seizures, some epilepsy patients are unable to speak. It makes getting to know them difficult.
One way such patients express themselves is through visual art. Now, patients’ art can be uploaded to GW Pharma’s unspoken symphony site, where an image-recognition program ‘reads’ the art. It’s then translated into music. For some families, these simple melodies provide a window into the patients’ personalities.
We asked Darren Cline, GW’s chief commercial officer, how unspoken symphony relates to the company’s values.]
PRNEWS: Why is GW Pharmaceuticals launching this campaign?
Darren Cline:Actually, we embarked on this unbranded program in 2019.It’s really about giving a voice and creating a sound where one may have not existed.
PRNEW: How does it relate to your brand?
Cline: At Greenwich Biosciences, we put patients first. That’s one of our core values. In addition, we are dedicated to offering innovative solutions that go beyond medicine. Our mission is to transform the lives of children, adults and families who live with rare neurological diseases.
So, we are proud to bring unspoken symphony to this community and all those who struggle to express themselves verbally. Unspoken symphony was created as a gift for the community as well as for all those who struggle to express themselves.
Source: GW Pharmaceuticals plc
PRNEWS: How do you respond to naysayers who see this as a way to make your company and the pharmaceutical industry seem more compassionate and trustworthy?
Cline:This was an innovative idea and a patient-inspired one. We loved the concept so much that we wanted to develop it and share it with other patients and families.
I also would say that it’s a really good thing, and it has everything to do with the epilepsy community. We, and the pharmaceutical industry, are not the focus.
PRNEWS: Pull back the curtain a bit. How did GW decide on this campaign? What was the timeline?
Cline:The idea comes from a 15-year-old girl named Riley, who has two rare seizure disorders [Lennox-Gastaut syndrome and tuberous sclerosis complex] and severe cognitive impairment that have impacted her cognitive development. She’s never been able to speak. But Riley loves to paint.
On the unspoken symphony website, you can upload a piece of art and the program turns it into a unique [musical] melody, composed by the artwork.
You can play the music on your computer and receive corresponding sheet music, too. Every composition on the site was created by someone who struggles to express themselves with words; it really is a gift and a new way to connect with loved ones.
We embarked on the unspoken symphony program in 2019, with the conception of the idea. We have been working to bring this gift to the community ever since.
PRNEWS: How did Riley come to your attention? Is she representative of people with epilepsy?
Cline: Riley’s parents are active in the advocacy community and we support those groups. Riley was brought to our attention through these efforts.
PRNEWS: How are you measuring success on this effort?
Cline: Success is the use of the technology by the community, and knowing that it might be bringing a little joy this year to these families.
Especially in our current virtual environment, we are dedicated to offering innovative solutions that go beyond medicine and can provide some fun at home.
Our mission is to transform the lives of children, adults and families who live with rare neurological diseases, and we are proud to bring unspoken symphony to them.
Contact: [email protected]