In 2019, Bristol Myers Squibb launched Survivorship Today: What It’s Like to Live with Cancer to fill a void in the cancer community for the millions of survivors in the U.S. in need of support to prepare them for life after active treatment. At the core of this program is an episodic film series featuring individuals affected by cancer from across the country, which spotlights the raw, diverse experiences of survivorship. As Bristol Myers Squibb was in the midst of transcending the program in its newest chapter to spotlight new patient voices and timely themes, COVID-19 hit. While the world shifted its focus to the acute crisis at hand, cancer didn’t stop and those living with cancer were impacted with a host of new challenges. More than ever, cancer survivors were looking for support.
In addition to health concerns, the pandemic ushered in added stressors with feelings of isolation and loneliness as survivors struggled to stay safe at home. As many survivors know first-hand, the disease can have lasting impacts on a person’s health and well-being and life doesn’t return to “normal” even in remission. This was compounded when thinking about the challenges COVID-19 brings to “a new normal.” These realities needed a spotlight and Bristol Myers Squibb quickly pivoted its approach for Survivorship Today to address the coronavirus as the most pressing challenge of the moment with a nimble and timely approach to give patients and the community relevant content and resources during a time of need.
 Survivorship Campaign Awareness Survey, Facilitated by Ipsos. November 2020. Data on file.
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