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.
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.
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