The initiative by Bristol Myers Squibb, with a communications strategy led by Arteaga & Arteaga, used an immersive art experience to promote greater understanding and awareness of schizophrenia.
An immersive communications initiative developed to increase awareness and understanding of schizophrenia has received an Excel Public Relations Award from the Puerto Rico Association of Public Relations Professionals.
“Fragmentos de la Realidad,” developed by Bristol Myers Squibb in collaboration with mental health treatment centers, was recognized in the Integrated Communications category.
The communications and public relations strategy was led by Rosa María Rivera Núñez, a public relations professional at Arteaga & Arteaga, who received the recognition alongside colleagues involved in the initiative’s development and execution.
Created in connection with World Schizophrenia Day, the project sought to educate the public, encourage greater understanding and promote conversations around the experiences of people living with schizophrenia.
“This Excel Award has a very special meaning because it allows us to demonstrate that public relations is a powerful tool to educate, raise awareness and generate empathy,” Rivera said. “When we create space for people’s real experiences, we can help change perceptions and open necessary conversations.”
Art as a Communications Tool
At the center of “Fragmentos de la Realidad” was an immersive exhibition featuring artwork and creative expressions developed by people living with schizophrenia.
The experience incorporated sound, lighting, shadows and visual elements intended to give visitors a glimpse into some of the experiences and symptoms associated with schizophrenia.
Rather than relying solely on traditional educational materials, the initiative used participants’ artwork and personal experiences to create a more direct connection with audiences and contribute to efforts to address stigma surrounding mental health.
Rivera attributed the initiative’s success to collaboration among Bristol Myers Squibb, participating mental health treatment centers, Arteaga & Arteaga and the individuals who shared their experiences through art.
The Excel Awards, organized by the Puerto Rico Association of Public Relations Professionals, recognize creativity, innovation, strategic planning and professional excellence in the island’s public relations industry.
For Arteaga & Arteaga, the recognition highlights the role communications strategies can play in connecting brands and organizations with audiences while addressing broader social conversations
