Never the SameNever the Same
Best Feature Article
Category: Best Feature Article
Project Name: Never the Same
Company: Association of American Medical Colleges
The Association of American Medical Colleges (AAMC) launched a multimedia project to explore the profound impact of mass shootings on the physicians who treat victims. While public attention often focuses on victims and families, the strain on health care providers remains an underexplored narrative. Featuring six physicians from seven of the most infamous mass shootings in U.S. history — including Aurora, Sandy Hook, Pulse nightclub, Uvalde, Columbine, Sutherland Springs, and the Las Vegas Harvest Music Festival — the project shared their firsthand accounts of treating victims, coping with emotional trauma, and adapting to a “new normal.”
The centerpiece was a 4,400-word article, told primarily through direct quotes from the physicians, complemented by a six-minute documentary-style video. The video incorporated interviews, news clips, 911 audio, and incident photos, offering a visceral, immersive experience. Initially planned as short video clips, the project pivoted to a longer format after early interviews revealed the depth of emotional impact on doctors.
The six-month effort aimed to raise public awareness about the toll mass shootings take on health care providers while equipping physicians and hospital administrators with insights on preparing for and responding to such tragedies. By blending powerful storytelling with actionable information, the project highlighted the resilience of physicians and the need for systemic support in the face of these devastating events.
Why they're award winning:
Unexplored narrative: Shed light on the emotional and professional toll of mass shootings on physicians
Multimedia excellence: Combined a compelling article with a documentary-style video for maximum impact
Actionable insights: Provided valuable information for health systems to better prepare and respond
Emotional resonance: Captured the humanity and resilience of physicians through their firsthand accounts