Client: READI affiliate of Memorial Sloan Kettering
Team: Nexus
TAKING BACK CONTROL
Education Through Communication
ADDRESSING DISPARITIES
READI wanted to educate black communities on immunotherapy access for aggressive cancer that disproportionately affects Black women known as triple-negative breast cancer (TNBC).
How do Black Women Feel About their healthcare?
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Black women often feel unseen, unheard and misunderstood by their doctors.
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A lack of knowledge and access to healthcare in black communities.
Overcoming Barriers
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Overcoming literacy barriers, distrust, racial biases and oversexualization of black women was key.
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The conversation between black women in their communities and with their doctors needed to change.
Control the Narrative
Our campaign would educate, inspire, and empower black women with low health literacy to become better advocates in their own healthcare.
Your Voice, Your Breasts, Your Story
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A mobile and digital tool that allows women to input health and wellness information to inform of risk factors for specific breast cancers.
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A digital health scorecard to help navigate the conversations with healthcare professionals during routine visits.
Our 2D Ads brought awareness to the signs women need to recognize in breast health through the use of symbols.
The message communicated to various age groups and linked back to the BAP through a QR code.
We teamed up with micro and macro influencers who were also breast cancer survivors to post breast health quizzes and share their BAP user experience.
An original podcast called Breast Talks is led by celebrity ambassador Robin Roberts.
MEASURES OF SUCCESS
Short Term KPIs:
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Social media storytelling around messaging and the BAP
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Awareness/mentions/engagement among target demographic
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Number of unique new sign ups and scans for BAP profile
Long Term KPIs:
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Increase of immunotherapy awareness among black women and black communities
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Increased time spent on the mobile site
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Medical providers utilizing the BAP during annual check-ups
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