Highly commended
Behind the Numbers: Closing the BRCA testing Gap in Breast Cancer
Summary of work
Many breast cancer specialists believe they know which patients to test for germline BRCA mutations (gBRCAm); typically, these patients are younger (under 50) or have triple-negative breast cancer (TNBC). However, these characteristics do not reflect updated ASCO-SSO guideline recommendations, which broadened testing eligibility to all newly diagnosed patients with breast cancer aged 65 and under, regardless of breast cancer subtype. Clinicians who are unaware of the updated guidance continue to rely on outdated criteria, leaving many patients with a gBRCAm unidentified.
To close this awareness gap, and reduce the risk of eligible patients being overlooked, AstraZeneca and Real Chemistry developed "Behind the Numbers," a digital education campaign that translated the guideline update into a compelling human story, visually demonstrating how many patients are being missed.
Running across LinkedIn and G-Med, the campaign targeted oncologists and breast cancer specialists which resulted in a significant increase in BRCA testing rates across multiple markets.
Judges’ comments
The judges were very impressed with the entry from Real Chemistry and AstraZeneca. It was a very sophisticated entry, with evidence of the ROI being achieved. The fact that the entry could also show an increase in testing, didn’t go unrecognised. The platforms being used and the impact these have were clear, as well as the behavioural changes that have happened.
