It’s now proven that supportive care (nutrition, sport, psychology, sexology, beauty and more) are almost as important as the medicine in breast cancer management.

But due to lack of information (12%), money, time and consideration, only 61% of patients integrate supportive care into their disease management.

Lilly oncology is at the forefront of innovation. They created a medicine that can be taken at home instead of at the hospital, allowing women to save time and energy. However, they also consider supportive care as a major part of the treatment.

The mission was to come up with an idea that allows patients to have more access to supportive care resources using Lilly’s existing resources and by creating new ones. Everything needed to be developed in partnership with associations and healthcare professionals.

‘The evolution of medicine and new technologies have made us progressively forget the patient. Today, it is absolutely necessary to bring together the technical side and the human side.’ Dr Ellis, Oncologist and president of the French Institute of Information about Cancer.

39% of patients did not benefit from supportive care and 14% said it’s due to lack of information, according to the social observatory of cancer from the league against cancer.

Everyone knows medicine leaflets, it has never been changed: it’s useful, but impersonal, sometimes daunting. By reinventing it, Lilly broke the mould of a common medical asset for the first time. The objective was two-pronged: get the information to each patient and get noticed by the medical world and the media to ensure more people consider supportive care on a mainstream, medical level. The Notice Rose is the first warm, illustrated, personal, positive, and pink medicine leaflet.

The main data comes from the League Against Cancer Social Observatory of Cancers, illustrating that 39% of patients don’t benefit from any supportive care. We worked with 4 patient associations and more than 10 cancer experts to stay true to the patients' needs and create useful content.

The primary target is the patient: what’s most important is that they have access to daily supportive care resources. By reinventing the medicine leaflet for the first time, we knew it had the power to raise awareness around supportive care as a key element in the treatment ecosystem amongst the medical community and mainstream media. Doing it during Pink October, the month dedicated to breast cancer, was also an opportunity to maximize earned media.

The Notices Roses came as a supplement to the traditional medicine leaflet of one of the most common breast cancer medicines. We made 50,000 copies of it and distributed them with the medicine all month during Pink October (breast cancer awareness month) in 40,00 pharmacies.

October 2020: Expert sourcing.

November 2020-September 2021: Developing the content with experts and associations

August 2021: Producing the videos to give the Notices Roses an interactive dimension.

September-October 2021: Design, print, and distribution process.

The print asset itself is at the core of the campaign but we’ve also made a media seeding plan and collaborated with influencers.

+80M impressions

+90% of coverage mentions Lilly by name.

+50,000 copies available with the medicine box

+4,000 pharmacy distributors

+In 2022, Lilly decided to expand this one-off campaign into a long-term resource for medicine boxes.