40,000 women die each year from breast cancer, but this is rarely discussed in the high-profile “Positively Pink” movement.

Pfizer wanted to give this group a chance to be heard. “Story Half Told,” paired award-winning photographers with five brave patients who agreed to share their stories, giving people a chance to feel their harrowing experience through poignant imagery and supporting audio clips. The moving images, along with supporting audio clips and survey data, were then turned into a touring photo exhibit where numbers became names and facts became faces.

Awareness levels for this group went from no profile to high profile, with features on Dr. Phil, Dr. Oz the Good Life and more, reaching more than 95 million people. Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – an unprecedented SOV for this group.

To ensure the “Story Half Told” campaign did more than just generate news and awareness, Pfizer hosted a panel discussion moderated by Food Network star and breast cancer survivor Sandra Lee. Patients, advocacy organizations, Pfizer colleagues, and other stakeholders were also involved.

Following a launch event and reception at the MILK Studios NY in September 2015, the campaign's traveling installation continues to be displayed in 36 different locations across the U.S., and will conclude on April 30, 2016.

Media placements included features on Dr. Phil, Dr. Oz the Good Life, Glamour, Huffington Post and more, reaching more than 95 million people.

Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – an unprecedented SOV for this “lost group” in the world of cancer.

Tier 1: More than 10 advocacy organizations supported "Story Half Told" and used our materials to better inform women with MBC on how to navigate their personal and work lives, as well as engage in conversations with their healthcare professionals.In addition, resulting study materials – including an extensive exploration of life-at-work for advanced breast cancer patients – was shared with 170 medical groups, directly reaching 10,000 healthcare professionals, creating further understanding about not just the disease but the unique impact it has on this specific group of patients.

Tier 2: Awareness went from no profile to high profile with emotional features on Dr. Phil, Dr. Oz the Good Life, Glamour, Huffington Post, and more. Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – unprecedented for a pharma-sponsored initiative.

Today, you can’t simply tell your story, you must find ways to show your story. That’s what we did as part of our “Story Half Told” program aimed at raising awareness for the forgotten women of the Pink Movement. We are pummeled with messages that breast cancer is curable, preventable and pink. But that’s only half the story. The Pfizer program shows how tens-of-thousands of women with incurable metastatic breast cancer deserve to be heard too. Our program is helping correct persistent misperceptions about breast cancer while providing a platform for women suffering with the disease to share their stories.

Top-tier consumer and trade media were targeted to cover the "Story Half Told" campaign.

Pfizer commissioned three primary studies:

-An unprecedented online public survey of more than 2,000 adults;

-In-office ethnographic study following 22 patients and their doctors to assess gaps in communication;

-A workplace study conducted in partnership with Cancer & Careers to assess the state of breast cancer from the perspectives of 1,002 patients, as well as physicians and employers.

Using these findings as a springboard, we produced a real-life photo essay documenting the everyday lives of women living with MBC. In addition, resulting study materials – including an extensive exploration of life-at-work for advanced breast cancer patients – was shared with 170 medical groups, directly reaching 10,000 healthcare professionals, creating further understanding about not just the disease but the unique impact it has on this specific group of patients.

Situation:

Thanks to an overpowering parade of Pink, nearly 75% of people now know that advanced breast cancer can be cured if diagnosed early. There’s just one problem: they’re wrong. The truth is, 40,000 of women die each year from breast cancer, even when diagnosed early. Unfortunately, the voices and stories of these women were lost in the Pink Movement. Movements can be great … until you get lost in one.

Brief:

As part of “Story Half Told,” top photographers documented the journeys of five terminally ill patients struggling to live ordinary lives in a world that, for them, no longer is.

Objectives:

The photographers provided an unprecedented peek inside the journeys of these women, capturing the highs and lows, and the struggles and triumphs. Audio clips of the patients provided insights into their state of mind and reflections as their lives unfolded.