Cancer Equals
Campaign films and photography for Bristol Myers Squibb
Highlighting Differences in Cancer Care in the UK
Cancer affects millions, but not everyone experiences it the same way. People from diverse ethnic backgrounds and lower socioeconomic groups face longer delays in diagnosis, poorer access to care, and worse outcomes. Yet, their voices are rarely heard. Numbers tell part of the story. People tell the rest.
The Cancer Equals campaign changes that. By putting real people at the heart of the conversation, we are exposing the human impact of health inequalities—and pushing for real change.
We partnered with Aurora Healthcare Communications and Bristol Myers Squibb to bring the lived experiences of cancer patients into focus – giving a platform to individuals from underrepresented communities who have been overlooked for too long.
Through deeply personal filmed interviews and photography, we captured the raw emotion, frustration, and resilience behind the statistics. The result? A campaign that doesn’t just highlight inequalities but demands action.
The campaign puts faces to the data, making it clear that these inequalities aren’t just statistics; they are real people, with real lives, facing real barriers.
To break through the noise, we created content that is impossible to ignore.
🎬 Testimonial films – We produced a series of powerful, unfiltered stories from real patients.
📸 Photography – We captured striking visuals that humanise the issue.
All of this content including the films and photography can be viewed on the campaign website which you can view in situ here.
The Impact
🌍 Campaign website – A digital hub bringing together data, stories, and resources.
📢 Media outreach – Features in major national and regional news outlets.
🚀 Over 260M reach, with 14K engagements.
📺 Featured across national media, including The Independent, LBC News, Mail Online, Medscape, and The BMJ.
📊 Surveyed 1,002 cancer patients to validate findings and ensure representation.
📢 Community-led advocacy, with patients like Simeon becoming active voices in policy discussions.
The Cancer Equals campaign is more than awareness. It’s a call to action. By amplifying patient voices, we’re shifting the conversation and driving systemic change.
This isn’t just about cancer care. It’s about equality. And it starts with listening.
