Cancer doesn't wait, and neither should you.
According to the Brazilian National Cancer Institute (INCA), it is estimated that 625,000 new cases of cancer will be registered between 2020 and 2022 in Brazil. Due to the COVID-19 Pandemic, there were numerous records of cancellation of consultations and surgeries.
AstraZeneca, a global leader in oncology, sought to rally the local community to ensure cancer patients continued to receive the care they need.
Empathy is the message.
Through a mix of paid and earned media tactics, and with empathy as the core campaign message, BCW Brazil launched a social mobilization campaign that not only addresses the importance of resuming treatment for cancer patients, but also:
- Engages society on patient care
- Supports cancer patients, awakening the feeling that their life matters
- Creates an opportunity for AstraZeneca Brazil’s employees to be an engine of good, awakening the pride of belonging
- Reinforces AstraZeneca's patient centricity reputational pillar
Creating a chain of good.
BCW Brazil's campaign promoted the connection among their society and cancer patients, generating a wave of empathy and positive messages published across digital platforms, patient associations, societies and partners.
In addition, the initiative generated a qualified group of approximately 30,000 people interested in cancer topics, that can not only be called in future opportunities, but also be contacted as a base so that they can track audiences with similar behaviors in the future. Due to the positive results, a second edition of the campaign was rolled out in 2021.