Expose TNBC
Client: Gilead Oncology
Industry: Health Care & Pharmaceutical
The Objective
Gilead Oncology asked our team at GCI Health to develop a global unbranded awareness digital campaign that would speak to the actual realities that patients living with TNBC face.
My Role
Challenges Along the Way
Why The Work Matters
Breast cancers come in all degrees of severity, and the worst of the diagnoses is Triple Negative Breast Cancer (TNBC). Something real and empowering and far from what so many breast cancer awareness campaigns plagued with the ‘Susan G. Komen’ effect fall into– aka ‘pink-washing’, which lends itself to superficial storytelling to an uninformed public, at the expense of those who need support the most– the patients and caregivers going through the unknown. Through real patient advocacy storytelling and
