Pfizer wanted to create a breakthrough unbranded campaign for their new Breast Cancer treatment, iBrance, ro raise awareness around Metastatic Breast Cancer (MBC) and the over 300,000 women and men living with the disease.
Pfizer engaged Hero Collective Health to create a disruptive social movement, to raise awareness and engagement around content that highlighted people battling stage four Metastatic Breast Cancer.
What We Did
Created a first-of-its-kind, Cannes Lion finalist social campaign and platform called A Story Half Told. It combined provocative imagery and video, with curated influencer engagement, to educate the public about MBC, while celebrating the community of women and men battling this terrible disease.