On Friday 8 November, I had the privilege of speaking at the LGBTIQ+ Cancer Conference 2025, hosted by OUTpatients at Woburn House Conference Centre in London.
This year’s theme, Better Together: Improving Cancer Care through Co-Production, captured a powerful truth. Progress in healthcare equity depends on genuine collaboration, between healthcare providers, communities and communicators. The day brought together experts, advocates and people with lived experience to share insights on how we can make cancer care more inclusive and representative for everyone.
In my session, Real Faces, Real Stories: Authenticity from Co-Creation, I explored how co-production can transform the way we communicate with audiences who have historically been underrepresented or marginalised in healthcare messaging.
Authenticity and the need for change
At Mobas, we believe that authenticity is no longer optional. It is essential to building trust, empathy and engagement.
The statistics tell a clear story. Over 80% of people say that brands who build authentic connections earn their loyalty, and 91% want the organisations they follow to be genuine in how they communicate. But authenticity cannot be manufactured, it must be earned through openness and collaboration.
In healthcare, this is especially true. Traditional campaigns often rely on one-way communication, standardised visuals and assumptions that fail to reflect real lives. The result is messaging that feels distant, disconnected and, at times, alienating.
Co-production offers a way forward. By working with communities rather than speaking to them, we can uncover deeper insights, challenge assumptions and create communications that truly resonate.
Real stories, real faces
During my presentation, I shared Mobas’ experience of delivering a campaign with NHS Cancer Alliances to increase cervical screening uptake within the trans community.
The initial data showed low engagement and resistance to screening, but it failed to explain why. It lacked the human stories behind the statistics. To bridge that gap, we brought people from the community into the process through co-creation workshops.
These sessions were open, honest and, at times, deeply emotional. Participants spoke about barriers they had faced, from language that excluded them to imagery that misrepresented them. What emerged was a collective understanding of how to communicate more respectfully and more effectively.
Nothing was created in advance. Instead, we used mood boards, conversations and shared experiences to shape ideas together. The community not only helped define the messages and visuals, but also became part of the campaign itself, lending their stories and faces to represent real lived experience.
The result was a campaign that resonated because it was built on trust. As one participant reflected, “Looking at the posters and the website now, it’s so easy to recall all the conversations we had and the incredible work behind every decision.”
The impact of co-creation
This project, and others like it, demonstrate that co-production creates more than better communications. It creates connection. It fosters empowerment. It builds relationships grounded in respect and shared purpose.
The process challenges assumptions, broadens perspectives and replaces “target audiences” with active collaborators. It moves us from talking about inclusion to practising it.
For healthcare organisations, the benefits are significant. Campaigns become more relevant, more relatable and more effective. Most importantly, they help people feel seen, heard and understood.
Better together
The LGBTIQ+ Cancer Conference was a powerful reminder of what can be achieved when diverse voices come together. The discussions throughout the day highlighted the shared commitment across the sector to create care that is inclusive, compassionate and co-produced.
At Mobas, we are proud to be part of that conversation. Our work is rooted in the belief that communication should never be one-sided. The best ideas, and the most impactful change, come from genuine collaboration.
Co-creation is not just a methodology; it is a mindset. It asks us to listen, to share ownership and to tell stories that reflect real people and real lives.
As communicators, strategists and creatives, we have a responsibility to ensure the stories we tell are not just about people, but with them.
If you would like to explore how co-creation can help your organisation build authentic connections and drive meaningful change, please get in touch with our team at say.hello@mobas.com
