Ann Curry Will ‘Harness the Power’ of Live TV For the First Time Since Leaving the Today Show originally published on AdFreak
This interview has been condensed and edited.
Adweek: What was the draw for you of becoming involved with this?
Curry: Throughout my career, I have always tried to give voice to the voiceless. This project lets people who are rarely heard be listened to and have their cases considered. This is what I’ve always tried to do. When I heard the idea, my first response was, “How do we make sure that a project like this doesn’t exploit people? How do we make sure that we do this correctly, and is there a way to ethically do this?” And my second response was, “If we could do it ethically, if we could do it right, how could I say no?” Because it’s an opportunity to help people who are at their wit’s end, people who are undiagnosed—and there are millions who are misdiagnosed every year. How could I say no? So that’s why I said yes.
“Throughout my career, I have always tried to give voice to the voiceless.”
When your involvement was first announced, the project was called M.D. Live …
Which was never going to happen!
… how did the scope of the show change since then?
A lot. It’s been like a snowball rolling downhill. It’s changed because it went from a concept [to reality]: What if you took what every one of us is seeing on social media—these stories about people who are undiagnosed or can’t pay for their care—and you amplify those with live television, which has such power. In this time when television is struggling for relevancy, live television has tremendous power, because there’s something authentic, real and connected about it. What if you amplify this trend that’s happening out there and you took those stories and you told those stories well, in almost a documentary way? But then you also brought those patients on live, and you gave them access to doctors anyone of us would be lucky to see?
Because these patients are long-suffering, we made it our mission to find doctors who were not easy to find. Doctors to whom we would say, “We want you to think about being on television, because these patients need you.” And the reason why these majority of these doctors said yes—and some of them are big-deal doctors—is because they recognize that while the opportunity for getting amazing medical care exists in this country, the truth is that for most of us, the system prevents us from getting it. We’re siloed by where we live, our access to who the specialists are in our town, by our medical insurance, the specialists and doctors who we need.
And so what we’re doing with this project is punching a hole in the silo and saying, look, what will happen if you give people access directly, break down the halls and connect them, in addition to anyone out there who may know something? There are more than 300 million people in this country, and there’s a chance that somebody else has a similar symptom, or somebody else is a medical professional who has seen a patient like this. And our website is going to be up so that anybody in the world can see these cases if they register. So there’s a hope that wasn’t there before.