Agency: GCI Health and ENGINE MHP
By quarter three 2020, cancer diagnoses globally had fallen by 40%, caused in part by people’s fear of contracting COVID-19 at hospitals and clinics. So AstraZeneca launched an awareness campaign New Normal, Same Cancer with the simple call to action: Don’t wait. Contact your doctor. Get checked.
Central video assets, created with input from patients, were shared with AstraZeneca country offices and more than 120 worked with local patient groups to tailor the campaign to their needs. Using social media as the main focus of communication the campaign slogan has reached more than 1.4 billion people across the world.