PROJECT
OVERVIEW
When it comes to awareness of rare health conditions like a BRCA gene mutation, the biggest challenge is competing for share of mind. To increase awareness of the severity of BRCA, we have to capture people’s attention first.
STRATEGY
Gene mutations are inherited.
THE CAMPAIgN
Preferences, interests, habits – they come from somewhere. So do our genes. We’ll overtake popular ads to build awareness for BRCA.
TV
Basser Center for BRCA I (0:30)
Radio
Out of Home
Digital
Social
