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The problem

Hispanic women are more at risk of developing and losing their life to TNBC (Triple Negative Breast Cancer). Unfortunately these women do not have the access that they need for new forms of treatments like immunotherapy to fight against this aggressive form of breast cancer.

The Ask

Inspire Hispanic women to advocate for their own breast health by empowering them with information about TNBC and new treatment options, so that they can have more productive conversations with their doctors.

Target Audience

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Hispanic women between 45 to 69 years old diagnosed with Triple Negative Breast Cancer that live in New York. TNBC rates among Hispanic women start to peak by the age of 45. These women are less likely to demand a new treatment plan than non-Hispanic white women and women under 45.

Secondary Target Audience

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Younger Hispanic women between 18-34 years old, live in New York. Women aged 18-34, assist their older family members in their doctor visits by talking to doctors and asking questions. They also simplify and explain the situation to other family members.

Human Truths

By examining these women's cultural, social and economic backgrounds we uncovered that the time that they spent in the US impacted their behaviors and attitudes.

Hispanic women live in a larger and more diverse household than the average person in the U.S.

To the Hispanic woman family is everything

We knew that early detection of breast cancer is important for effective treatment and care.

While Hispanic moms are some of their children’s best teachers, they still have not learned the value of their own health when taking care of their families.

The core inisght

The

Strategy

Show Hispanic women that prioritizing their own health can be a valuable life lesson to her children.

The Big Idea

Let’s show Hispanic women how being diagnosed with TNBC is like being in a telenovela - but with a happy ending for the heroine of the story.

Mi Vida con TNBC's Telenovela Outdoor interactive experience

Mi Vida con TNBC is going to come to life in an integrated campaign with PR at the center.

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The Telenovela interactive experience featuring “My Life with TNBC” allows participants to follow the life of a Latina woman and how her life drastically changed experiencing real life plot twists, challenges and all of the emotions that come with doctor visits, family and life changing events. Participants will follow the screens by episode and use their mobile devices to scan the QR codes on the bottom right. Through this interactive experience individuals will feel all of the emotions and can become involved on their social media accounts by uploading pictures of themselves attending our event using our hashtag MiVidaConTNBC in hopes of spreading awareness about TNBC and immunotherapy.

Premier Event + Influencers

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We are super excited to also host a premiere event featuring telenovela stars such as Carmen Villalobo, Maria Celeste, Ana Maria Polo and Sofia Vergara. These stars are very known in the hispanic community for Telenovelas such as Mi Corazon Insiste and shows such as Caso Cerrado. These women are involved in their communities and two of these women have actually experienced breast cancer first hand and are constantly advocating and bringing awareness to the hispanic community through their stories. They will be the first to experience our Telenovela first hand.

Media Kits

You are Invited

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READI will be partnering with NYC Transit to sell special Edition Metrocards. These Metrocards will have our logo in the front and an interactive QR code in the back that will allow transit riders to scan. They will then be prompted to a subpage on our website with all of our event details so that they can attend and spread the word. They can also use our hashtag to show pictures of the cool Metrocard that they have.

Social Media

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Our Podcast

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Click Play

Earned Media

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Digital and Social Media:

Engagement: likes, shares, comments, @mentions, profile visits, active followers. # of posts by others. Earned media. # of hashtag mentions.

Reach: New Followers. Impressions. Site traffic.

Lead Generation: Brochure downloads, QR code scan, Event/ ticket reservations. RSVP. Site Performance: Unique Page Views, Time spent on site.

Measuring Success

Experiential:

Footfall, Pop up site traffic, Social mentions, Conversations/Engagement on earned media. Metrocard Sales. Insights on audience reactions & responses. Newsletter signups, merch sold.

Podcast:

Unique Download, Estimated Subscribers, Site Social Traffic, Building trust relationships with target audience.