Highly Commended
Here & Now: A pan-European disease awareness campaign for advanced breast cancer (ABC)
Summary of work
Collaboration sits at the heart of Here & Now and has been a key driver of the campaign’s success from the outset. Charged with improving the plight of women with advanced breast cancer (ABC) across Europe, Here & Now has brought together and fused an eclectic group of high profile stakeholders who share one common drive: to raise the profile of women living with ABC and improve the patient journey.
Since launch Here & Now has expanded its collaboration, as stakeholders from across Europe join the charge, recognising that the level of care available is unacceptable.
Today, Here & Now is driven by a force of six clinicians and three nurses, 10 patient groups, three members of the European Parliament, five payers, health economists and three patients – ensuring activity is informed to achieve the best outcomes for patients.
This partnership approach to tackling ABC has enabled the Here & Now campaign to effect meaningful change, from achieving a 91% increase in understanding of ABC among the target audience at the launch event, to an unprecedented level of media coverage for ABC: 1,500+ pieces in print, broadcast and online media in 9 countries. Collaborative activity has also led to the production of a 5-point action plan for informing health policies across Europe, which has subsequently been accepted for publication in Cancer World.
The campaign received an invitation from MEPs to present the evidence to the European Parliament resulting in a signed declaration to improve ABC services. Furthermore, the Here & Now resources have been adopted by eight patient groups and the campaign itself has received a highly positive independent review (The Lancet Oncology). The Here & Now research findings have also been accepted for publication in prestigious scientific journal The Breast.
Judges’ comments
This European-focused campaign is well rounded and secured the backing of an impressive group of stakeholders including MEPs. The strong strategy, which combined a clear patient focus and strong creative elements, helped the team exceed objectives in just 18 months. An outstanding result.
