By telling the story of Novartis Canada’s partnership with the Black Physicians of Canada, we explored how long-term corporate engagement can drive real systemic change. Our conversation with BPC Executive Director Julie Sobowale reveals how brand collaborations grounded in equity can reimagine Canada’s healthcare landscape.
At Culture Shox Media, we don’t just publish stories—we help shape how stories are told and understood. So when we had the opportunity to feature the partnership between Novartis Canada and the Black Physicians of Canada (BPC), we knew we were stepping into a narrative that deserved more than surface-level coverage. This was a story about structural change, long-term thinking, and the kind of private-sector leadership that’s all too rare in conversations about equity.
Our goal was to document how meaningful collaboration between a global healthcare brand and a grassroots, community-focused organization can become a catalyst for real, measurable progress. And in speaking with Julie Sobowale, Executive Director of the BPC, one thing was immediately clear: Novartis is not simply supporting a cause—they’re investing in a future where equity is embedded into the DNA of Canada’s healthcare system.
When equity is the strategy, not the slogan
When brands come to us, they often want to know how they can effectively convey their values. But we’ve found that the best results come when those values are lived, not just voiced. That’s what made the Novartis-BPC partnership so compelling. It wasn’t performative. It wasn’t transactional. It was—and continues to be—a real commitment to shifting systems.
Through its Health Equity Initiative, Novartis supports a range of efforts, including scholarships for Black medical students, leadership programs for emerging physicians, and initiatives aimed at expanding access to culturally competent care. These aren’t add-ons or PR talking points—they’re pillars of a strategy built around inclusion and longevity.
We wanted to honour that depth in the way we told this story. So we did what we do best: we listened carefully, we asked the right questions, and we crafted a piece that would elevate the voices of those doing the work.
👉 Read the full article on AfroToronto.com
Using our platform with purpose
AfroToronto.com—our Culture vertical and one of Canada’s longest-running Black digital media platforms—is where we chose to publish this story. Since 2005, AfroToronto has been a trusted space for amplifying underrepresented voices and documenting the richness of Black Canadian life. It’s also where we explore how brands can show up with purpose, especially when they choose to stand alongside community organizations doing transformative work.
When we tell a brand story, we do it with editorial integrity and intention. This isn’t about slapping a logo on a narrative. It’s about asking: What’s the real impact here? Who benefits? Who leads? And how can our work help deepen public understanding and inspire action?
The Novartis and BPC collaboration checked all the boxes. It wasn’t just a campaign—it was a case study in how to show up, stay present, and build something that lasts.
Why this matters (and what comes next)
This story is one example of how we work across sectors to support narratives that matter. Our approach combines editorial storytelling with strategic insight, enabling us to help brands like Novartis connect with their audiences in a way that’s both credible and compelling.
At a time when equity has become a buzzword in corporate boardrooms, we think it’s essential to spotlight what it actually looks like in practice. For Novartis Canada, it looks like listening to the needs of Black healthcare leaders. It looks like putting dollars behind development. It looks like staying the course.
For us, this project was a reminder of why we do what we do. Because storytelling—when done right—isn’t just about attention. It’s about accountability. It’s about showing what’s possible. And it’s about building bridges between worlds that don’t always meet on equal footing.
We’re proud to have helped tell this story—and even prouder to know that it’s just one chapter in a much bigger transformation.