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.
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 voices of those 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.
The engagement and 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
This was an excellent public health awareness campaign that was the clear winner in this category. The judges were excited to see that there is long-term investment, with a coalition in 2025 that is being set up. The campaign had broad reach and an innovative approach, with lots of activity and high impact. The judges were particularly impressed by the excellent conversion rates in getting people to move from the cancer equals site to the NHS cancer signs and symptoms page.
