A diagnosis of breast cancer—at any stage—can elicit a deluge of emotions. Patients quickly realize how little they know about the disease and struggle to make sense of the flood of information they receive. This lack of understanding serves to deepen their fear and uncertainty. But knowledge is power—especially when it comes to BRCA mutations.
Despite its critical role in breast cancer, BRCA remains widely misunderstood. Many patients are unaware of its impact on their cancer or the treatment options available to them. Even those who have heard of BRCA often encounter conflicting, and sometimes inaccurate information—stranding patients in a sea of information, lost in confusion and inaction.
To address this, we created an unbranded video designed to provide clarity, empowering patients to learn more about BRCA and to prioritize testing. The video connects with patients on an emotional level, empathizing with their fear while 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 at diagnosis. As she goes through her cancer journey, she moves past the wave when learning about BRCA testing, giving her the power to take back control of her choices and 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 uses a hand painted watercolor drawing 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 achieve the outcomes they so desperately needed.
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.
