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Pharmaceutical Research and Manufacturers of America

A New Digital Dimension for Health Equity Education

  • Health Care
  • Advocacy Campaign
  • Animation
  • Website

Goal

Pharmaceutical Research and Manufacturers of America (PhRMA) partnered with NJI to educate elected officials, policymakers, and political influencers about the way social determinants of health affect patient outcomes and access to care through an interactive game experience.

Results

The web-based game gives players a first-hand experience of the impact of social determinants – like race, income, employment, and location – on Americans’ health, illuminating inequities in the health care system and prompting conversations about how socioeconomic factors affect patients’ interactions with health care.

A person with red hair sits in a wheelchair, smiling and celebrating next to a computer displaying graphs. A window with curtains and furniture is in the background. A notification on the right reads, "Access to a Provider and Screenings," with options to gain or lose tokens.
Illustration of a person thinking, next to a large search bar that reads "Do You Have Access to A Provider and Screenings?" Below the question are instructions to swipe and choose a path. The background is blue with triangular patterns, featuring the PERMA logo.

Strategy

Characters and stories represent diverse populations and their respective advantages and challenges during their health journeys. The interactive experience lets participants choose a personalized adventure that simulates the patient experience of acquiring prescription medicines. 

A man stands in a park with skyscrapers in the background, holding his chin as if contemplating. A text box beside him reads: "Did You Know? 21% of Native Hawaiian and Pacific Islander adults face food insecurity." There are citations and a 'Next' button at the bottom right.

The simulation includes education on health policy throughout each character’s journey to provide more context and information about each outcome. The intuitive online environment fosters emotional investment and taps into the excitement, frustration, and problem-solving inherent in gaming.

A black and white illustration of five different people: a person in a wheelchair, a standing person wearing long pants, a person with curly hair wearing a long dress, an elderly person with a cane, and a person with a mustache wearing a button-up shirt and pants.
A progression of a digital character drawing in three stages: a black and white sketch, a partially colored version, and the final colored rendition. The character has short black hair, wears a lavender hoodie with a pride flag patch, a beige shirt, and dark pants.
Illustration of a person with short black hair, wearing a light purple jacket, gray pants, and gray shoes. On the left, they are smiling with raised arm and sparkles around their head. On the right, they are frowning with a scribble above their head.
Illustration of nine diverse characters in individual portraits arranged in a 3x3 grid, featuring various ages, genders, and ethnic backgrounds. Below the portraits, two buttons display the word "RANDOMIZE" with shuffle icons, suggesting a random character generation feature.
Illustration split into two halves: the left side is a black and white drawing of a city park with buildings, trees, and paths; the right side is a colorful depiction of the same scene, showing green grass, plants, and blue skies.
A decision checkpoint diagram shows two laptops labeled 'Screening' (one with a green checkmark and another with a red X), two monitors labeled 'Medication' (one with a green checkmark and another with a red X), and buttons labeled 'Get Tokens!' and 'Lose Tokens!'.
Two hands, emerging from opposite sides, hold medical information cards against a blue background. The card on the left shows a sitting figure in a wheelchair, while the card on the right depicts a standing figure wearing a jacket and scarf.
Two vertical banners on stands against a blue background. The banners display text: "Social Determinants of Health and their Impact on Medicines" with the PhRMA logo. Illustrated diverse group of people, including a person in a wheelchair, standing in front of a cityscape.
A tablet displays a digital graphic with text about breast cancer statistics and treatment disparities for Hispanic women compared to white women. An illustrated woman stands on the left side of the screen, and a "Next" button is visible on the bottom right.
A person wearing a mustard-colored sweater and dark pants stands smiling beside a banner that reads "PhRMA - Research Progress Hope. Social Determinants of Health and their Impact on Access to Medicines." The banner has illustrations of diverse individuals.
Two professionals are engaged in discussion at a conference booth. A woman in a yellow dress observes as a man in a suit and pink tie types on a laptop. Both wear name badges. The background features other attendees and large windows letting in natural light.

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