Haleon Launches AI-Powered Tool to Enhance Inclusivity in Advertising

This week, Haleon, the consumer health company spun off from GSK, introduced an innovative AI-driven tool aimed at making advertising more inclusive. Partnering with technology firm CreativeX, Haleon unveiled the Health Inclusivity Screener, an AI-powered solution designed to evaluate digital marketing assets for inclusivity across multiple metrics, such as readability, accessibility, and representation. The tool’s mission: to help brands create ads that resonate with a diverse audience and improve accessibility in healthcare communication.

How the Health Inclusivity Screener Works

The Health Inclusivity Screener was piloted by analyzing 1,500 ads for Haleon’s Panadol brand across nine markets, including the UK, Australia, Malaysia, South Africa, and the UAE. This tool assesses digital ads to gauge inclusivity, providing brand leaders with real-time feedback on readability and demographic representation, such as age diversity and skin tone.

By pinpointing areas for improvement, the screener empowers teams to make timely adjustments, like simplifying messaging or diversifying content, to connect with a broader audience.

Real Results: Boosting ROI and Inclusivity

The tool has already demonstrated measurable results. Meredith Herman, Haleon’s VP of Global Marketing Services, reported a 25% increase in ROI for ads enhanced with sound—a feature identified by the screener as key for accessibility. Haleon plans to expand the Health Inclusivity Screener to additional brands and markets, aiming to make healthcare advertising more understandable, accessible, and effective for consumers.

“Starting with the consumer’s needs, we aim to eliminate health barriers,” Herman emphasized, underscoring the company’s dedication to inclusivity. For Haleon, making ads more inclusive isn’t just a marketing goal; it aligns with the company’s mission to make healthcare more approachable.

Industry Implications: Setting a New Standard for Inclusive Advertising

While inclusive advertising has been a focus in recent years, the Health Inclusivity Screener stands out as a practical solution that can inspire other companies to follow suit. The tool goes beyond promises, translating inclusivity standards into actionable insights for brands, especially in a global market where consumer expectations for representation remain unmet.

With the support of AI insights and human oversight, the Health Inclusivity Screener helps Haleon adapt its messaging across different cultural contexts, as evidenced by successful campaigns for Panadol in both Australia and Saudi Arabia. Herman sees this tool as an industry-leading initiative, one that could influence competitors to adopt similar inclusivity measures for their campaigns.

Inclusive Advertising: Benefits for Consumers and Business Growth

Studies indicate that consumers feel underrepresented in much of global advertising, but Haleon’s initiative shows that inclusivity can drive tangible business benefits, such as higher ROI and enhanced brand trust. By fostering an advertising approach that prioritizes inclusivity, Haleon strengthens its commitment to healthcare that is both understandable and accessible, ultimately reducing barriers to care.

As Haleon continues to experiment with and refine the Health Inclusivity Screener, the company’s focus remains clear: making healthcare advertising more inclusive and impactful. This initiative not only supports Haleon’s mission to serve diverse populations but also exemplifies how inclusivity can elevate healthcare advertising across the industry.