PM360 2021 Trailblazer Awards Social Media Campaign Gold Winner Clovis Oncology and CultHealth

BRCA Blue Unbranded Prostate Cancer Campaign (Clovis Oncology, CultHealth)

When it comes to men’s health, it’s no secret that out-of-date gender roles and non-inclusive rules are widely accepted. Passivity and silence associated with traditional ideas of masculinity are outdated and fail to help men when they need it most. “BRCA Blue” was created to develop community, encourage involvement, and educate men and their care partners by helping them understand the connection between BRCA genes and prostate cancer, while setting the market for the launch of the prostate cancer indication of Rubraca for the treatment of BRCA-positive metastatic castration-resistant prostate cancer.

BRCA Blue is the unbranded Facebook campaign that was created to answer these issues. The goal was to create a space where the community could grow organically. And this was achieved by reaching men on a personal, relatable level. BRCA Blue is as much an educational tool about the importance of genetic testing as it is an open space for communication. The Facebook campaign has provided a space for men to learn about their risk factors and diagnosis, find new ways to communicate their needs, and discover patient advocacy organizations. Most importantly, it has given those affected a chance to speak to their story.

The campaign exceeded all expectations. Providing educational materials alongside opportunities for communication and outreach led to significant engagement across mediums. The Facebook page saw a 491% increase in post engagements from launch. In this same time frame, there has been a 286% increase in post reach and a 305% increase in BRCA Blue page views.


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