"Paintings with Hope" is relevant for PR because it is a loudspeaker for needs of TNmBC patients. Spain is at the bottom in Europe in the incorporation of oncological treatments into its NHS against TNmBC. Because of the law, patients have to wait more than 500 days to have access to a treatment. But their life expectancy without treatment is 180 days only.

Thanks to transforming this reality into art, we made TNmBC approachable and gentle, and has made it possible to make their situation visible and to put the importance of access to therapeutic innovation on the political agenda.

Triple Negative Metastatic Breast Cancer (TNmBC) affects 5,000 women each year in Spain. However, it remains under-recognized by society, politicians.

While in Europe it takes 180 days to approve new drugs, in Spain it takes 500 days. Why? Because the National Health System prefers to fund drugs for diseases with a better prognosis. This makes thousands of TNmBC patients die waiting for treatment. Despite this serious social problem, patients do not lose their hope to change the law to have a faster access to treatment.

Gilead wanted to launch a new drug against TNmBC to change patient's situation. But first, Gilead needed to change the law.

That is why we launched Paintings of Hope, to show politicians through real data collected from patients and then transformed into art the reality of TNmBC, making decision-makers and politicians see that they're part of the problem, but also part of the solution.

Paintings of Hope transformed the feelings of three TNmBC patients into art thanks to AI, voice analytics and robotics, changing patients situations and helping to modify the law. Patient now, thanks to the campaign, have a faster access to a treatment for their condition.

Three patients were interviewed about the unfair situation of their condition in Spain to collect data about TNmBC. We camptured their feeling from their voices during the interviews and transformed them into coded data thanks to a voice analytics software. Then, the coded data was sent to a robot trained to interpret it and transform it into art.

Paintings of Hope is a nine canvases collection that was exhibit in hospitals, public places and even The Spanish Parliament, showing to society and politicians the real data of TNmBC in a way that everybody empathized with and mobilized people to change the law for 180 days.

The statistics are there: 5000 young women are diagnosed every year in Spain and the 85% will die within 180 days if they don't receive a treatment immediately.

We gathered real data from patients’ testimonies and extracted their feelings with voice analytics. The feelings were transformed into data and sent to a robot trained to interpret and convert them into art.

The collection was exhibited in hospitals, medical congresses, transportation hubs and in The Spanish Parliament, where politicians and decision-makers this time had to see frontally the reality of the patients. This was key, because thanks to the exhibition in The Parliament, politicians change the law to 180 days access.

Assets:

Creation of website.

Communications to the media.

Activation of an ambassador plan.

Dissemination of content to achieve a great impact at a quantitative level.

Impact management at a qualitative level.

Exhibitions in hospitals, train stations and the Spanish Parliament.

We take advantage of the key date of World Metastatic Breast Cancer Day and Breast Cancer Month (October) to carry out different actions to make the public aware of the problem. In this way, we are increasing the pressure on the lack of available treatments in the Spanish National Health System's service portfolio and slow access to treatment.

Paintings of Hope is compound by nine canvases that reflected the journey of the patients throw their condition and the urgent necessity of the patients to the law be changed so they can have a faster access to new drugs.

Paintings of Hope toured around Spain being exhibited in Hospitals, medical congresses and even made to the Spanish Parliament where finally the politicians look frontally the reality of TNmBC and change the law to guarantee a 180 days access to treatment for these women.

+134 MM REACH

+690 MEDIA IMPACTS

+45K HCPs FROM 150 DIFFERENT COUNTRIES REACHED

+ € 11.68 MM EARNED MEDIA

But the most important result is that after the launch of Paintings of Hope, the change happened, and the hope returned to patients when The Spanish Parliament approved a 180-day access to drugs for TNmBC.

The change of the law supposed for Gilead that finally could lunch a new drug and reach faster to these women. Today, thousands of them are being treated with Gilead's drug and their life expectancy is now better and longer than before Paintings of Hope.

The needs of TNmBC patients in Spain are very different from those in other countries as there were no treatments available to address their pathology. In contrast, in other regions, these medicines are accessible to all patients in only 180 days.

It is this situation of inequality that has led to the development of Paintings of Hoe to vindicate the neglect of this cancer in Spain and how innovation is the great hope for patients to transform their reality and change the law for a faster access to treatment.

Today, thanks to Paintings of Hope, metastatic triple negative breast cancer patients have a new law that has transformed their lives and, also, that of their environment and that of the medical-scientific community.

This work is relevant because Gilead wanted to launch a drug against Triple Negative Metastatic Breast Cancer (TNmBC). But in Spain, the law takes 500 days to approve access to oncology treatments, meaning that thousands of TNmBC patients die waiting for treatment.

Thanks to voice analytics, AI, and robotics, Paintings of Hope managed to turn the feelings of TNmBC patients about their unequal situation and the fact that they're ignored by the NHS into something that decision-makers, politicians and society are pleased to look: art.

Paintings of Hope finally managed to change the law to a faster access for treatments.

The law and Government do not allow branded campaigns that could reach the general society.

HCP / Patients / General Society > We needed them to be aware of the unfair situation of TNmBC patients and get together around it.

Politicians / Decision-makers > We need them to see the reality of TNmBC to feel both part of problem and the solution.