Pfizer wanted to develop a campaign that elevated public understanding of metastatic breast cancer (MBC), dispelled misperceptions, combatted stigma and expanded the overall breast cancer conversation to be more inclusive of metastatic breast cancer. This unbranded campaign was to focus on supporting women with with metastatic disease in multiple aspects of their lives – at home, the doctor’s office, the workplace and in society at large. The directive was to develop a content driven campaign that leveraged social media as a platform for storytelling.
WHAT WE DID
Hero developed A Story Half Told, photo essay campaign, which commissioned well known, influential photographers to capture the daily lives of women with metastatic breast cancer. While these photographs document the realities of metastatic disease, their purpose is to show how these women are living their lives to the fullest. Content was distributed across social platforms including; Facebook, Twitter, Instagram and YouTube. The program was nominated for a 2016 Cannes Lion and 2016 Sabre Award.