Herceptin for HER2-positive Breast Cancer
What they asked us to do...
In a media environment that is knowledgeable about breast cancer and well-versed in Breast Cancer Awareness Month, campaign or product messages can often become lost amidst the clutter. Cohn & Wolfe was charged with developing a high-profile campaign to bring discussions about the HER2 gene into the mainstream, and link the gene to the targeted power of Herceptin.
What we did...
Cohn & Wolfe worked with premium denim designer Frankie B. to create limited edition HER2 “Genes” as a symbol of HER2-positive breast cancer. The “Genes” officially made their debut at the Frankie B. runway show at L.A. Fashion Week during Breast Cancer Awareness Month, where HER2-positive breast cancer survivors walked hand-in-hand with fashion models. The campaign also involved a charitable donation to Y-ME National Breast Cancer Organization from sales of the HER2 “Genes,” and was further supported by national media outreach.
Our results...
Through the HER2 “Genes” campaign, Cohn & Wolfe created a ground-breaking campaign that combined the world of fashion with breast cancer advocacy to raise awareness of the role of the HER2 gene in certain types of breast cancer, while also delivering brand-supportive messages. Outreach resulted in over 150 million media impressions through placements in top-tier women’s magazines, and print, TV and radio coverage in major media markets.