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Finalist

New Normal, Same Cancer

by GCI Health and MHP for AstraZeneca

Summary of work

This public awareness campaign used video and visual assets to deliver a powerful message about cancer to a global audience. Through traditional and social media, billboards and conferences, the New Normal, Same Cancer campaign delivered a simple message: Don’t wait. Contact your doctor. Get checked.
It was a united response from patient advocacy groups (PAGs) and AstraZeneca to the impact COVID-19 had on cancer services around the world. Pandemic publicity was deterring patients from seeking medical attention for new symptoms or attending routine checks.
By the third quarter of 2020, cancer diagnoses had fallen by approximately 40%, caused in part by people’s fear of contracting COVID-19 at hospitals and clinics.
The campaign team worked effectively and efficiently to design and create central video assets, with input from PAGs representing the main cancer types. This video content was then shared with AstraZeneca country offices who worked with local PAGs to tailor the campaign to their needs.
Assets were made available in October and by the end of the year the campaign had been rolled out in more than 40 countries. Using social media as the main focus of communication the campaign slogan reached more than 1 billion people across the world.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

The New Normal, Same Cancer project had a clear overview based around strong data. The tactical strategy was scalable and the judges loved that they co-created the assets. They had multiple third party partners and really seemed to galvanise the global groups with this work. An impressive campaign.