The prognosis of Metastatic Breast Cancer Triple Negative (TNmBC), is hopeless. TNmBC affects 5000 young women every year in Spain, and it is so aggressive that many of them die a few months after diagnosis. 88% of them will die within 5 years.
In a disease where everyday counts, the approval of new drugs in Spain exceeds 500+ days, when European laws established a maximum of 180 days. In addition, as TNmBC has no cure, these patients are left behind by the NHS because they prioritize investing in diseases with better prognosis.
We wanted HCPs and payers to change their minds by seeing these patients’ emotions and how alive they still feel.
Data is the language of science and art is the language of feelings. That's why to raise awareness about TNmBC among HCP, payers, politicians and general population, we recorded the speeches of three real patients and through a voice analytics software transformed their emotions into data and that data into art thanks to an AI and a robot trained to visually interpret sound waves in canvases.
The campaign managed to open a social debate that landed to the Parliament to get the approval of a new regulation in Spain that establishes a maximum of 180 days for the approval of new drugs for this kind of diseases where every day counts to survive.
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Credits
Client: Gilead Sciences
Agency: VMLY&R Health Spain
CCO: Natxo Díaz
CD / Head of Art: Leo Rincón
Creative Supervisor Art: Adrián Poveda
Creative Supervisor Copy: Eduardo Domínguez
Account team: Ana Richarte, Marta González, Marta Vallejo, Elvira Arzubialde
Tech production company: Jack the Maker
Production Company: LaBoutique77, More Maria
Motion Graphics: Nico Sierra
Sound Design & Music: Clap Music
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