Pfizer Oncology: Through my eyes

Pfizer, the pharmaceutical company, created a book telling the story of women who had metastic breast cancer to raise awareness across Asia.

Campaign details

Advertiser: PfizerBrand: Pfizer OncologyAgency: BlueCurrent Group Hong KongCountry: Hong Kong

The challenge

A report on the global status of metastatic breast cancer (mBC) revealed substantial gaps in care, access to resources and support, and treatment outcomes for women with mBC.

A survey conducted by Pfizer Oncology in Asia Pacific revealed that 55% of the respondents believe mBC does not receive enough public awareness. Women living with mBC have often felt misunderstood and isolated.

There are significant efforts in creating awareness of early breast cancer diagnosis and treatment, yet very little attention...

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