Healthcare Marketing Impact Awards - 2024

Campaign: Real Help for the Other Part of the Fight, "Eyes Up Here"
Agency/Firm: Ludwig+
Client: The Pink Fund

A less-talked-about aspect of going through breast cancer treatment is the financial burden many patients face. The nonprofit Pink Fund tries to alleviate this, providing short-term non-medical financial assistance for breast cancer patients in active treatment.

According to the Pink Fund, a study by the University of Michigan found that 41% of women undergoing treatment for breast cancer will often forgo treatment if they cannot afford to provide for their family or pay the bills.

The Pink Fund worked with Ludwig+ to raise awareness for the fund and bring in more donations, competing for dollars that may go to the American Cancer Society or the Susan G. Komen Foundation.

The campaign, “Eyes Up Here,” featured more than 30 women who had benefited from the Pink Fund. It ran on social media and out-of-home on the elevated subway in the Pink Fund’s hometown of Detroit. The campaign also ran in the spring of 2023, rather than October, which is Breast Cancer Awareness Month.

According to the Pink Fund, campaigns including “Eyes Up Here” have brought in a 30% increase in new grants and a 62% increase in donations.