Stand for H.E.R: Advancing Breast Cancer Health Equity at the Point of Care (Susan G. Komen and PatientPoint)
Black women are about 40% more likely to die from breast cancer than white women due to barriers to early diagnosis, breast cancers more prevalent in Black women, lack of quality care, and systemic racism. PatientPoint and Susan G. Komen teamed up to eliminate these disparities. Their campaign, Stand for H.E.R—a Health Equity Revolution, sought to support patients, families, and providers.
The target audience for this campaign was Black patients and their healthcare providers in 11 U.S. metropolitan areas. From June-December 2022, Susan G. Komen ran ads in PatientPoint interactive exam room screens every 15-20 minutes in more than 2,000 healthcare offices. Patient-centric creative spoke directly to Black patients about their breast health.
By driving awareness at the point of care, the campaign made meaningful progress toward the goal of inspiring action to help close the health gap and ultimately enable Black women to live longer, healthier lives.
