Highly commended
Cancer Equals
by Aurora on behalf of Bristol Myers Squibb
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 to show the true, human impact. By generating compelling new insights and data to launch 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; pledges to support the next phase of creating solutions showed us the importance of true collaboration to address the biggest societal challenges.
Judges’ comments
Cancer Equals had good metrics and objectives. They clearly demonstrated how challenging this therapeutic area can be and it was very emotive, pulling in the patient voice. The judges look forward to seeing how this develops.
