Bronze award for Print/Out-of-Home Campaign of the Year
Penn Medicine Basser Center for BRCA
Campaign: Do you have it?
Client: Penn Medicine Basser Center for BRCA
In an effort to draw viewers into advertising it deems too important to be overlooked, the Penn Medicine Basser Center for BRCA tried an interesting approach: deploy creative that resembles lighthearted product ads, but with an urgent twist.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
“Just like what Nonna passed down,” reads one out-of-home ad, set against a picture of a chef testing a red sauce. “Her sauce recipe and her cancer gene.”
The campaign, which won bronze for Print/Out-of-Home Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023, was an ingenious way to encourage people to get tested for mutations of the BRCA cancer gene. The mutation can increase the chances of developing ovarian, breast and other cancers, and has affected innumerable people, including well-known figures such as Angelina Jolie and Christina Applegate.
By mimicking ads from a range of popular categories such as food, sports and technology, the Basser Center said it garnered 16 million impressions through placements on billboards and in magazines and transit systems. The center also reported 225% website growth over the course of the campaign, a promising sign that its efforts to increase awareness of and testing for BRCA cancer genes could be paying off.