Bensimon
Byrne
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Bensimon Byrne Work

Gilead

Reflections

Challenge

Triple negative breast cancer (TNBC) is the most aggressive type of breast cancer and disproportionately affects younger Black and Hispanic women. We needed to raise awareness among BIPOC women of the risks associated with TNBC, while establishing Gilead’s commitment to medical advancement in oncology.

Opening up sensitive topics through authentic representation.

Idea

In an intimate setting, we filmed two BIPOC women who overcame TNBC. They detailed their evening self-care routines and spoke openly about their experiences and other sensitive topics: hair loss, gender identity, womanhood, and health.

Results

By leveraging strategic media partnerships, earned outreach, and content creators, our campaign surpassed industry standards on engagement, average read time, and average completion rate.

874K+ total impressions

2K+ interactions through influencer partnerships

30.4% video completion rate

Expertise

  • Strategy
  • PR
  • Video
  • Social Media
  • Production
  • Media