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Agency & Team:

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About READI

Redressing Access to and Disparities in Immunotherapy for Breast Cancer (READI) is a collaboration between researchers at The Immigrant Health and Cancer Disparities (IHCD) Service at Memorial Sloan Kettering and the City College of New York (CCNY) that includes both research and community outreach to address disparities in access to immunotherapy, a form of cancer treatment for an aggressive and difficult to treat type of breast cancer known as triple-negative breast cancer (TNBC) that disproportionately affects Black and Hispanic women.

Business Challenge

Non-Hispanic Black women are 11% more likely to be diagnosed with TNBC, which accounts for 15-20% of breast cancers and has a five-year survival rate that is 16% lower than other breast cancers. Despite their increased likelihood of having the disease, these women are less likely to be appropriately delivered immunotherapy treatments that can increase progression-free survival, but READI aims to change that.

Campaign Objective

To educate, inspire, and empower vulnerable populations with low health literacy, to become better advocates in their own healthcare.

Business Objective

To build brand awareness and establish READI as a credible, reliable resource that empowers Black women, who are more likely to be affected by the devastating effects of TNBC, with vital information to help them be better advocates for their own healthcare. 

Marketing Objective

To help Black women embrace being selfish when it comes to their healthcare so they are able to have informed conversations with their doctors about TNBC and treatment options.

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Strategy

Quantitative & Qualitative Research

Tools for

Success

Community Building through Strategic Messaging
Cultural Insights

Research

Black women feel like putting themselves first is selfish, when it’s actually an investment in their own health, the wellbeing of their families, and better outcomes for future generations of Black women diagnosed with TNBC.

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Insight

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Campaign

Public Relations

 Strategy & Tactics

Using social media to rally the TNBC community was paramount in order for others to see TNBC is something they should care about as well.

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Quantitative & Qualitative Research

According to Nielsen, Black women have very unique media habits and preferences. Facebook has a reach of 66% among Black people with an index of 94, while Instagram has a reach of 55% among Black people with an index of 120. A healthy mix of organic, boosted and paid can help amplify both reach and frequency.

Community Building through Strategic Messaging

(Change) According to Nielsen, Black women have very unique media habits and preferences. Facebook has a reach of 66% among Black people with an index of 94, while Instagram has a reach of 55% among Black people with an index of 120. A healthy mix of organic, boosted and paid can help amplify both reach and frequency.

Social Media

Instagram, Facebook & Snapchat

Social Media Challenge: #READI4everything

Community Activity: #SelfCareSunday

Social Media Influencers

Earned Media

Media Tour

READI Radio Spot

Experiential Marketing

Brunch Event / Gala

PR Stunts

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When walking across the crosswalk pedestrians will see "When you do for you," and then proceed across the branded crosswalk.

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When approaching the other side pedestrians will see the end of the campaign message, "you do for her too."

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Guerrilla Marketing

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KPIs

Social Media

  • 5k Follower Count, on Instagram, Twitter, Facebook, LinkedIn, Snapchat with most coming from Instagram and Twitter

  • 300k+ Reach

  • Traffic to READI Website

  • 600k+ Views/Impressions

  • 30k+ Engagements (Clicks, Likes, Shares,

    Comments, Mentions)

  • 15% Share of Voice

Earned Media

• Secure Media Stories About READI and Sponsored Events on:
Local News Sources, including The New York Times, New York Post, New York Daily News, The New York Amsterdam News, The New York

Carib News, New York Beacon, The Haitian Times.
Syndicated Television, including Good Morning America, Today with Hoda and Jenna, The Tamron Hall Show, The REAL.
National Radio, including Terrestrial Radio w/ DJ Live Read, Ebro in the Morning: Hot 97, Power 105.1 /The Breakfast Club & The Breakfast Club Podcast, WBLS / Deja Vu in the Afternoon

In nature this campaign allowed for all initiatives  to make a positive difference in the Black community. 

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