While breast cancer remains the most common non-skin cancer, access to screenings, preventative care and surgeries that can save lives is not equally available to all. Research indicates a large disparity in care for Black women.
With the goal of changing the medical industry’s unconscious bias, nonprofit The Chrysalis Initiative has teamed up with agency Eversana InTouch for a hard-hitting outdoor campaign, “Inequality You Can’t Ignore.”
When the organization reached out to hospitals in the Northeast hopes of displaying information in lobbies, it was either declined or ignored out of hand. This led to Chrysalis taking the campaign to local bus stops to get the word out.
![It started with a moment of boredom. While waiting for a lunch to begin, Publicis Groupe CEO Arthur Sadoun put his hand on his chin and neck. There, he felt […]](https://static-prod.adweek.com/wp-content/uploads/2023/01/WorkLife-Warehouse-Publicis-WorkWithCancer-2023-640x360.jpg)
The campaign is accompanied by a short film featuring three breast cancer survivors who also appear in the posters. Each discusses their experiences and makes the case for a world in which people take better care of one another. Revealing the statistic that Black women are 42% more likely to die of breast cancer than white women, the message maps out a path to change.
The outdoor imagery shows an inequality symbol painted over the survivors in white to highlight the specific discrimination they face. Scanning the QR code on the poster activates an AR experience and lands on a microsite encouraging people to sign up for unconscious bias training and access resources.
“Our goal is not only to educate healthcare professionals to take action, but also to raise awareness and inspire advocacy across all walks of life,” Jamil Rivers, founder of the Chrysalis Initiative, told Adweek.
A more caring world
“The best-case scenario for this campaign would be for doctors to sign up for unconscious bias training, find their blind spots, and start to produce tangible improvements that bring about real change,” Rivers continued. “By working together, we can create a future where everyone has access to equitable and compassionate care, regardless of race or ethnicity.”
This is a continuation of The Chrysalis Initiative’s partnership with Eversana Intouch, which created its “Erase the Line” campaign last year. That work included the first-ever app created for women of color facing institutional challenges in receiving care.
“Inequality You Can’t Ignore” now turns the focus on medical providers who can affect change.
“Turning a blind eye to unequal treatment in health is harmful. When our message wasn’t welcomed indoors at leading Northeast hospitals, we strategically placed the (augmented) reality check outdoors, targeting commuting lines employees were likely to travel so they couldn’t ignore it,” said Nicholas Capanear, managing director and executive creative director of Eversana InTouch.
CREDITS
Client: The Chrysalis Initiative
Agency: Eversana InTouch
ECD: Nicholas Capanear
CCO: Susan Perlbachs
Group creative director: Ivan Blotta, Billy Custer, Ron Larson
Creative director: Diana Krulik-Bentzen
Associate creative director: Bryan Perley
Group experience director: Binh Tran
Design director: Christine Bringuez
Media director: Amy Ogden
Medical strategy: Luke Nunnelly
Account director: Jackie Budd
Project manager: Jonah Grotz
Director, creative technology: Craig Johnston
Executive producer: Tracy Moore
Illustrator: Luciano Cian
Photographer: Yachin Parham
MUA: Jaleesa Jaikaran
Hairstylist: Ikeyia Powell
Body painting: Agata Helena
DP: Ciara Ingram
Production company: Dalmatian Cow
Film director, editor: Jean Paulo Lasmar
Cinematographer: Bryan Rubén Mendoza
Producer: Christina Jobe
Post producer: André Magri
Editor: Fernando Oliveira
Color grading: Daniel Mendes
VFX: Marcus Mantovanelli, Diego Roque
Motion graphics: Eduardo Ferreira
Music production company: Ritmika Audio Arts
Music composer: Henrique Tanji
Production company, AR: Wildlife
