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Response to the COVID-19 Pandemic Crisis – special category for 2021

Sponsored by

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New Normal, Same Cancer

by AstraZeneca
with support from GCI Health and Engine MHP

Summary of work

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 as, across the globe, the pandemic was deterring patients from seeking medical attention for new symptoms or attending routine checks.
AstraZeneca wanted to create a fully integrated creative campaign aimed at raising awareness amongst, policymakers, HCPs, patient advocacy groups (PAGs), and the public to encourage people with cancer to resume treatment, if paused, and those with symptoms to consult a doctor and get checked. We wanted to unite organisations under the same banner to ensure consistent and aligned messaging globally, while ensuring local relevance and flexibility to adapt to current healthcare capacity and engage PAG partners.
The world may have been adapting to a new normal, but cancer remained the same and continued to be a global challenge. In collaboration, AstraZeneca, GCI Health and Engine MHP designed the New Normal, Same Cancer (NNSC) campaign to juxtapose COVID-related scenes with messages around seeking, or resuming, cancer treatment. The campaign delivered a simple message, which worked for policy and consumer behaviour change: Don’t wait. Contact your doctor. Get checked.

Judges' comments

There was a clear need for the New Normal, Same Cancer project. The campaign was executed really well and had a clear call to action. There was good collaboration and it went across all cancer types. It had good insight, built to address a very very important issue, with lots of coverage and noise.


On the Front Line - Behind Extraordinary Achievement You'll Always Discover Extraordinary Collaboration - by National Clinical Homecare Association (NCHA) and the National Homecare Medicines Committee (NHMC)


New Normal, Same Cancer - by AstraZeneca
with support from GCI Health and Engine MHP

NRAS Patient Chatbot - by National Rheumatoid Arthritis Society (NRAS)
with support from earthware

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022