1.4bn
Total estimated reach of campaign worldwide
11.3m
Total reach on social media
Launched in 54 countries globally
900k
Total views of the film
New Normal, Same Cancer
AstraZeneca
COVID-19 threatened to erase years of progress in our fight against cancer. To address the problem, AstraZeneca partnered with global patient coalitions representing millions of patients from around the world to launch New Normal, Same Cancer – a program that raises awareness regarding the impact of COVID-19 on cancer care and calls for patients to contact their doctor and return to cancer care services, including anyone who has paused treatment, missed routine checks or is experiencing symptoms that may be due to cancer.
From campaign conception to delivery, we produced a film, toolkit and suite of materials that allowed countries to communicate the essential message clearly, using an evocative combination of campaign copy and photography that played on the ‘new normal’ of the pandemic in 2020.
Work produced by Oliver Cole, Gary Neale, Andy Garner and Leanne Swift at ENGINE MHP with Feed
