The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Pharma

Erase The Line

Agency Intouch Group / New York + Videocubo.tv / Sao Paolo

Client The Chrysalis Initiative
BACK TO RESULTS

Annual ID

OS22_PH006S

About the Work

Black women are 42% more likely to die from breast cancer than white women. In a systemically biased healthcare system, Black women are often dismissed and ignored, and treated with prejudices that keep them from receiving an equitable standard of care. This needs to change. The Chrysalis Initiative launched ERASE THE LINE, a call to action to end the disparity. We created the world's first digital resource specifically designed for Black women by Black women. The resource provides them with the tools to recognize and address racism in their cancer care, including: 1 - A 24/7 coach who survived breast cancer herself and understands how to steer around bias 2 - A rating/review system to highlight who among healthcare providers are offer equal care and more importantly who doesn't 3 - A bias tracking system, where every patient interaction is monitored and scored to ensure the treatment journey is bias-free