True Colors of Breast Cancer
Pitch, Concept Work
AD: Amelia Carney
CW: Erin Ayalp
CD: Karen Meilands, Jennifer McArdle
Breast Cancer sucks when you’re Black.
Or Brown. Or any other minority. Especially when people of color aren’t given the same treatment when cancer shows up on their mammogram. This was a pitch to change that.
The Idea
AstraZeneca would partner with Body World, an already delightfully shocking medical exhibit dedicated to showing the ins and outs (literally) of your body, in a traveling display dedicated to breast cancer awareness in minority women– and men.
Mathew Knowles (that’s Beyoncé’s dad) had Breast Cancer
As a man, Knowles’ diagnosis was a shock for a number of reasons. He has since beaten the disease, thankfully. As part of the True Colors of Breast Cancer campaign, and in addition to mobilizing Body World, AZ would partner with Mathew to tell his story through conference talks and social platforms.
Guess who else knows minorities are underserved when it comes to
cancer care?
POC doctors and med students.
As the third leg of True Colors of Breast Cancer, AZ would partner with Howard University College of Medicine to create student teacher programs: med students would go out into their communities to explain how to catch Breast Cancer early, how to give self-exams, and of course the right questions to ask so that patients can advocate for themselves.