When Hospitals Refused to Display the Campaign in Their Lobbies, the Nonprofit Showcased the Work on Surrounding Bus Shelters Instead — So It Couldn’t Be Ignored
In the US, Black women are 42% more likely to die from breast cancer than white women – even when income and access to care are the same. In a systemically biased healthcare system, Black women are often dismissed and treated with prejudices that keep them from receiving an equitable standard of care.
The Chrysalis Initiative is a nonprofit that exists to disrupt disparities in breast cancer care. After partnering with marketing agency EVERSANA INTOUCH last year to launch “Erase the Line” – the award-winning campaign that included the first-ever app created specifically for women of color facing bias and racism in breast cancer care – the organization is now turning its attention to hospitals in an effort to get medical providers to confront this reality.
For this new effort, titled “Inequality You Can’t Ignore,” EVERSANA INTOUCH created an arresting, visually-led campaign featuring three women who were negatively affected by discrimination in their breast cancer care. The simple-yet-powerful photography depicts the women with the inequality symbol painted boldly across their breasts in white – highlighting the disparity in outcomes between white women and Black women. Scanning a QR code on the poster activates an AR experience with hard-hitting, astounding facts on the biases Black women face, and then takes users to a microsite where they can learn even more, sign up for Unconscious Bias training, and obtain important resources.
The Chrysalis Initiative asked several hospitals in the Tri-State area to display the campaign extension in their lobbies; however, they all declined or dismissed the request. But that didn’t stop the nonprofit. Instead, the experience was placed right outside hospital doors on bus shelters that dotted the commuting lines hospital employees were likely to travel. As tenacious and formidable as ever, The Chrysalis Initiative refused to give up or be ignored.
“With this campaign, our goal is to help health care providers confront the statistics and question whether they may be contributing to the poor numbers, even if unconsciously,” said Nick Capanear, ECD of EVERSANA INTOUCH.
In addition to the OOH, which is running near leading northeast hospitals, EVERSANA INTOUCH created a powerful film that tells the emotional story of the racism these three courageous women have experienced during treatment, the unconscious bias that exists in society today and how much further we still have to go.
“The Chrysalis Initiative was born from my own experiences battling breast cancer and the unconscious bias and inequality I faced during treatment,” Said Jamil Rivers, Founder of The Chrysalis Initiative. “Opening the eyes of doctors everywhere to the huge disparity is only one part of the equation. We hope this new campaign and AR experience will ultimately motivate doctors to fill their blind spots and reshape their practices so we can inch closer to a future where inequality in breast cancer care is erased.”
Client: The Chrysalis Initiative
Agency: EVERSANA INTOUCH
Nicholas Capanear, ECD
Susan Perlbachs, CCO
Ivan Blotta, GCD
Diana Krulik-Bentzen, CD
Billy Custer, GCD
Bryan Perley, ACD
Ron Larson, GCD
Binh Tran, Group Experience Director
Christine Bringuez, Design Director
Amy Ogden, Media Director
Luke Nunnelly, Medical Strategy
Jackie Budd, Account Director
Jonah Grotz, Project Manager
Craig Johnston, Director, Creative Technology
Tracy Moore, Executive Producer
Luciano Cian, Illustrator
PRODUCTION COMPANY, PHOTOGRAPHY
Yachin Parham, Photographer
Jaleesa Jaikaran, MUA
Ikeyia Powell, Hairstylist
Agata Helena, Body Painting
Ciara Ingram, DP
PRODUCTION COMPANY, VIDEO
Dalmatian Cow, LA
Jean Paulo Lasmar, Film Director, Editor
Bryan Rubén Mendoza, Cinematographer
Christina Jobe, Producer
André Magri, Post Producer
Fernando Oliveira, Editor
Daniel Mendes, Color Grading
Marcus Mantovanelli, VFX
Diego Roque, VFX
Eduardo Ferreira, Motion Graphics
PRODUCTION COMPANY, MUSIC
Ritmika Audio Arts
Henrique Tanji, Music Composer
PRODUCTION COMPANY, AR
Discussion about this post