Metastatic Breast Cancer Campaign
Metastatic breast cancer isn't tied up with pretty, pink ribbons. It's different.
These realities deserve center stage.
This campaign spotlights real patient stories through artistic expression.
Best Copywriting, the creative floor awards
Best Video/TV Campaign, Silver Winner, PM360
Best Website for Consumers, Fierce Pharma
mBC Unspoken Website
mBC Unspoken is a stage for stories about metastatic breast cancer (mBC).
This website was created from the real experiences of people with mBC. After interviewing a collection of women, over a thousand artists auditioned to portray the women's stories onstage through various mediums.
Patients can watch the performances, explore resources made for mBC, and hear advice from the voices of real patients.
mBC Unspoken RM
This email program follows the tone of the mBC Unspoken website by centering the patient voice and staying raw, intentional, and empowering.
Me First Kit
One woman we interviewed for this campaign admitted that it took her 12 years to learn a, "Me first," attitude. That sentiment alone sparked the idea to create a welcome kit for mBC Unspoken that provided patients with easy-to-follow, impactful self-care activities.
To spoil these patients even more, gifts like a face roller and a weighted eye mask are included as mystery items that create a surprise-and-delight element to the kit.
Check out the tone-setting welcome letter and a selection of the activities included in the kit.