Objectives

When it comes to women’s health, there’s a lack of awareness about endometrial cancer (EC) which accounts for 90% of uterine cancer diagnoses. Due to social discomfort in discussing “below-the-belt” symptoms, many are surprised to learn that in the US, uterine cancer is the fourth most frequently diagnosed cancer in women and an estimated 13,030 will die in 2023. Research shows that Black women are disproportionately impacted by EC, with the overall 5-year mortality rate at 39% among Black women compared to 20% among White women.

To help end the silence around EC, Eisai Inc. partnered with SHARE Cancer Support, Facing Our Risk of Cancer Empowered (FORCE), and Black Health Matters to launch the Spot Her initiative aiming to:

1. raise awareness of how to “spot the signs” and risk factors of EC to drive earlier diagnosis and
2. provide resources to educate and empower people of all ages and ethnicities to help normalize discussions surrounding reproductive health.

Strategy and Execution

Diagnosis of endometrial cancer (EC) is on the rise, and while EC may occur more commonly in post-menopausal women, prevalence rates among younger women between the ages of 20 to 39 are also rising, at an age when fertility may be an important concern. EC can affect women across generations who may be more at risk for the disease due to genetic factors and other health conditions.

To reach such a culturally and generationally diverse group of people, a multi-channel multimedia approach was taken.

• National spokespeople were engaged to spread the word and drive media coverage, including:
  • Actor, director, and activist Meagan Good who shared her personal uterine cancer scare experience to encourage others, especially the Black community, to spot the potential signs early and speak with their doctor.
  • Ginger Gardner, M.D., Chair of the Foundation for Women's Cancer, and Vice Chair of Hospital Operations, Department of Surgery at Memorial Sloan Kettering Cancer Center in New York, who shared her knowledge about the symptoms and risk factors of EC. Dr. Gardner was compensated by Eisai for her consulting services.
• An iconic peach Spot Her fanny pack was created. Peach is the color of EC awareness, and when worn across the hips, a fanny pack highlights the area in question – the uterus, and the location of the gynecologic symptoms people commonly experience with EC.
• Partnerships were developed with advocacy organizations SHARE, FORCE, and Black Health Matters to understand and address some of the key unmet needs of the EC community, and to co-promote this impactful program across their social channels to help reach those at risk.
• SpotHerForEC.com was created as a hub for information and resources about the campaign and the disease.
• A virtual walk was launched to engage the EC community and encourage them to take steps towards greater awareness of the disease. Two in-person races in Atlanta were also sponsored to reach and educate the local community at the grassroots level.
• A diverse mix of online influencers were engaged to spread campaign messages from authentic voices, share personal stories, and encourage others to join the movement by posting photos and videos to social channels that included the campaign hashtag: #SpotHerforEC.
• Seven diverse and inspiring patient advocates were interviewed to share intimate details about their experiences with EC as part of a social video series that aired on partner social channels and the Spot Her YouTube channel.
• A unique Spot Her Instagram page was created featuring hypothetical “texts with friends,” photos of campaign advocates, and real quotes from real people to help normalize discussions surrounding reproductive health.

Results

With the partnership and support of the SHARE, FORCE, and Black Health Matters advocacy communities, as well as the passionate advocates and influencers devoted to the cause, the Spot Her campaign garnered tremendous reach and awareness across multiple platforms and forums. Successes included:

• More than 577 million media impressions
• 66 articles and broadcast placements across national and local outlets, including outlets that specifically reach the Black community, such as BET, Essence, Madame Noire, and Ebony
• 300+ press release pick-ups
• 39K+ visits to the Spot Her website
• Distribution of 4K+ Spot Her peach fanny packs
• 1+ million social impressions
• 11,500+ miles walked by participants of the Spot Her virtual walk
• ~3K people in attendance at the Spot Her–sponsored races at the Atlanta BeltLine, where attendees received Spot Her educational materials about EC

With such positive feedback and engagement from the social community and advocates, the Spot Her campaign is scheduled to continue into 2023 and beyond to further help ensure widespread awareness of endometrial cancer.

Media