Genomic Health | Oncotype Dx
Creative campaign, local TV, outdoor, digital media, website design and development
Creative campaign, local TV, outdoor, digital media, website design and development
BACKGROUND
Oncotype Dx is a genomic test that is used to help predict whether breast cancer will spread to other parts of the body or come back. The test produces a score that identifies which patients that can benefit from chemotherapy and which that can be spared from it. Genomic Health came to us to help launch its new test for patients.
The Oncotype DX test makes it clear that not every patient is the same, nor should they be treated the same – meaning not everyone is going to benefit from chemo. The concept "Scarves" came from the idea that "not everyone is cut from the same cloth." And since women who undergo chemotherapy treatment often wear scarves, we decided to use scarves as a symbol for both treatment style, as well as individual style. Some women with breast cancer may need chemotherapy and will wear their scarf on their head, others may need a different treatment and can wear their scarf elsewhere.
We directed patients to the website MyBreastCancerTreatment.org for more treatment information, resources and to locate a doctor to ask about Oncotype DX as well as created billboards that were displayed near doctors' offices as a reminder to ask your doctor about treatment options.
