AstraZeneca believes that curing cancer takes more than one company—it takes a community.
Working with agency Zeno Group, the YOUR Cancer campaign wanted to highlight the voices of not only AstraZeneca leaders but oncology leaders throughout the country. To achieve its goal of fostering impactful changes in cancer care across the U.S., four main pillars were decided upon and executed.
YourCancer.org was created to be a central hub with educational resources, the Cancer Community (C2) Awards were created to celebrate unsung heroes at grassroots levels, roundtables were held at the state level and numerous speaking engagements helped elevate the voices of community leaders.
The website now features more than 50 advocacy partners and has had nearly 300,000 page views. The C2 Awards have received more than 220 entries over its two years and 30 million engagements through a variety of media. More than 50 thought leaders and policy makers attended the four roundtables and placements in California Biotechnology Association’s newsletter were sent to every member of California’s State Legislature. An article in Scientific American led to 12 million total impressions, and more than 100 people attended the 2019 Washington Post Chasing Cancer Summit.
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