Winner
Cancer Equals
by Aurora on behalf of Bristol Myers Squibb
Summary of work
UK cancer inequalities are a societal issue, with later diagnoses driving poorer outcomes in deprived areas / disadvantaged populations.
BMS was optimally placed to take a lead, given its strong heritage, established cancer portfolio and patient-centred approach. The team also wanted to do more to support the big challenges, ensuring relevance among key audiences and continuing to deliver impact that improves patient outcomes.
The Corporate Affairs team was keen to: •Build pathways to new organisations and health systems to foster collaboration •Create advocates to support solutions creation to help close the inequality divide •Build BMS’ reputation among key stakeholders, and position BMS as an ally.
Our challenge was to develop the first campaign to shed new light on the complex issue of cancer inequalities while differentiating BMS as a leading collaborator to build advocacy. The campaign launched on paid, earned, shared and owned channels with a call-to-action to start cancer health inequality discussions. Engagement and support from cancer alliances, primary care networks, former government health advisors, plus several large PAGs showed the need for this campaign; pledges of support for the next solutions-focused phase show the importance of true collaboration to address the biggest societal challenges.
Judges’ comments
“The Cancer Equals” entry from Aurora and BMS dramatically exceeded all its metrics. The judges liked the creative and thought the whole entry was excellent. They particularly liked that it had brought in the patient community and addressed an immediate societal need. It was bold and demonstrated how corporate communications can make a difference.
