UM Studios Shifts Stereotypical Representations of Nursing in the Media with Film “5B”

11 August 2019



As a longtime champion of nurses, Johnson & Johnson engaged UM’s content unit, UM Studios, to create a piece of premium content that would shift stereotypical representations of nursing in the media, spark a cultural dialogue and live in non-traditional spaces. The result was the documentary film 5B, which told the inspiring story of the nurses who created the country’s first HIV ward. Acquired by Verizon Media, 5B became the first-ever brand-funded feature film in history to be screened at the Cannes Film Festival followed by its theatrical release in June. Currently available everywhere on demand, 5B will be available for viewing on subscription services by the end of the year, reaching another set of audiences in a way most brands have not. 5B is an industry game-changer in how brands will create and use content to impact culture.


• First-ever Entertainment Lions Grand Prix win for a media agency at 2019 Cannes Lions International Festival of Creativity; plus the Gold for “Film Craft Lions—Direction;” Silver for “Health & Wellness – Corporate Image & Communications—Film: Cinema, TV and Digital Film Content;” and Silver for “Film Craft Lions—Editing”
• Clio Grand winner at the 2019 Clio Health Awards
• 2019 Official Selection at: Festival De Cannes; Melbourne International Film Festival; Deauville US Film Festival; Heartland International Film Festival; Mix Copenhagen Film Festival; American Film Festival; Watch Docs Festival; and Greater New Milford Film Festival
• Audience Award Winner, Best Documentary, Out on Film, Atlanta LGBTQ Film Festival; Audience Award Winner, OUT at the Movies International LGBT Film Festival

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