A diagnosis of breast cancer—at any stage—may elicit a deluge of emotions. Patients may recognize gaps in their knowledge of the disease and struggle to make sense of the flood of information they receive. This can deepen feelings of fear and uncertainty. But knowledge is power—especially when it comes to testing for BRCA mutations.
Despite their critical role in breast cancer, BRCA mutations remain widely misunderstood. Many patients are unaware of their potential impact on their cancer diagnosis, the treatment options available to them, and the impact they may have on their family. Even those who have heard of BRCA mutations often encounter conflicting, and sometimes inaccurate information—stranding patients in a sea of information, lost in confusion and unable to take action.
To address this, we created an unbranded video designed to provide clarity, empowering patients to learn more about BRCA mutations and to prioritize testing. The video connects with patients on an emotional level, empathizing with their fear while encouraging open conversations with their health care team and guiding them toward the knowledge that can help them take control of their care.
This animated video uses an illustrated “wave” and woman to demonstrate how a cancer patient can feel overwhelmed with a “rush” of information and emotion upon diagnosis of breast cancer. As she navigates through her cancer diagnosis, information about her cancer, like receiving a BRCA test, helps her move through the wave and swim to the surface, giving her the power to take back control of her choices and understand her treatment possibilities.
The craft and detail put into the animation is our tribute to the amount of care and thought put into every step of a patient’s cancer journey. Each scene began as a hand painted watercolor drawing, brought to life through animation that conveys the emotion that can come on their search for the right treatment.
Through a thorough understanding of breast cancer patients and their unique journey, this campaign empowered patients to pull themselves out from the depths of uncertainty and take action to regain control of their journey through BRCAm testing.
The Wave campaign garnered:
Most importantly, we helped educate and inspire action, ensuring more patients understand the importance of BRCA testing in their cancer journey.
