Winner
Cancer Equals
Summary of work
One in two people will get cancer. But not everyone’s outcome will be the same. UK cancer inequalities are a public health concern, with later diagnoses driving poorer outcomes in deprived areas and among disadvantaged populations. It’s a huge growing issue and needs industry to help drive change.
With a deep heritage in oncology, Bristol Myers Squibb and Aurora Healthcare Communications were optimally placed to take a lead in tackling health inequalities in cancer.
We needed to spotlight and amplify the unheard patient voices of marginalised communities, as a way to show the true, human impact. Through the launch of Cancer Equals, we aimed to raise awareness of health inequalities, challenge inertia, call on multiple stakeholders to join the cause and open new partnership opportunities for building solutions into the future.
Our activation strategy launched on paid, earned, shared and owned channels with a call-to-action to start cancer health inequality discussions.
Support for the campaign from cancer alliances, primary care networks, former health advisors to the government, plus several large PAGs showed the need for this campaign; and pledges to support the next phase of creating solutions showed us the importance of true collaboration to address the biggest societal challenges.
Judges’ comments
The Cancer Equals entry had clearly articulated objectives, good qualitative results and the judges could see the signs of growth and longevity. It had a consistent logic flow and was very coherent. The interviews with cancer patients were extraordinary and the judges were impressed.
