AstraZeneca: New Normal Same Cancer

AstraZeneca, a pharmaceutical company, encouraged people to get checked for cancer with its global campaign New Normal, Same Cancer.

Executive summary

COVID-19 – the driving force of the campaign

The COVID-19 pandemic has severely disrupted cancer care services globally, significantly impacting the prospect of early diagnosis and dramatically impacting patient outcomes. By the third quarter of 2020, cancer diagnoses had fallen by approximately 40% and are likely continuing to decline as the pandemic continues. This has been caused in part, by a fear of contracting the virus at hospitals and clinics and has deterred patients from seeking medical attention for new symptoms or attending routine checks.

Our response

Our response to this challenge was to co-create and launch a...

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