Cancer Equals

Client: Bristol Myers Squibb

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. Achieving nationwide media coverage and interest, and exceeding all KPIs within the first month of launch, the campaign received widespread advocacy from patient groups, cancer alliances, primary care networks and HCPs, all pledging their support in the next phase of the campaign. This support is integral for our next phase, drawing on the experience of those at the frontline of cancer care in the UK, and building solutions to overcome the barriers we identified.