Breast Cancer Awareness Month is held in October. It is an annual campaign to increase public understanding of the effects and justifications for treating breast cancer. Skin cancer is one of the most prevalent cancers in women. Women over 50 are most likely to be affected by it.
The World Health Organization (WHO) estimates that in 2020, 2.3 million women will receive a breast cancer diagnosis. Every country in the world has an incidence of breast cancer in women after puberty, with an elevated risk in later life.
Breast cancer is a condition where cells proliferate uncontrollably. The breast is an organ of the female body that has glands, ducts, and fatty tissues on both the left and right sides. Different areas of the breast are frequently where breast cancer begins. Breast cancer can spread when cells are transported to different body areas by the blood or lymphatic system.
Novartis Breast Cancer Awareness Video Series
Novartis’ new campaign is designed To reflect the emotional journey and experiences of real patients with metastatic breast cancer and their hopes and aspirations.
October brings to mind Halloween, changing leaves, and darker evenings, but it’s also a significant month in oncology because it’s Breast Cancer Awareness Month. Novartis hopes to increase awareness this year by drawing on the experiences of those who have the disease.
In a 10-minute video, Rose discusses candidly how her breast cancer spread and came back, emphasizing that “time is the most essential thing,” particularly after receiving a second diagnosis.
She claims that time is “the kindest gift you can offer somebody, too,” and implies that the drug Kisqali, which has been licensed for the treatment of metastatic breast cancer, may be able to extend her life by halting the spread of the illness.
Dee’s experience is comparable; she had no prior history of the disease when she was told she had stage 4 breast cancer. She discusses being “focused on enjoying each day in the greatest way possible” in her 10-minute video despite receiving this unexpected prognosis.
As a Novartis spokesman stated, “We believe that by sharing these tales, we can inspire other patients with metastatic breast cancer and their families and instill a sense of optimism in them as they campaign for their health.”
This theme continues from Novartis’ first DTC ad on broadcast TV, which was released in August and featured Lauren, a real Kisqali patient. Along with Dee and Rose, Lauren appears in the genuine patient stories as well as the advertisement.
In the 15-second advertisement, Lauren discusses the importance of a strong breast cancer community and how it is “still OK to hope” despite receiving a breast cancer diagnosis.
According to a Novartis spokesman, the new video series campaign is intended “to portray the emotional journey and experiences of actual patients with metastatic breast cancer, as well as their goals and aspirations.”
FDA-approved in 2018, Kisqali is expected to surpass blockbuster status this year after generating $937 million in sales in 2021, a significant 36% increase year over year.