Live from Cannes Lions: Today more than 32 million people are living with cancer. That’s more people than ever before because of the tremendous scientific advancements we’ve had. Pfizer serves many of these people with its medications and is inspired by all of them in its work.
Savitri Basavaiah, Pfizer’s Oncology Portfolio Marketing Lead, introduced the This Is Living With Cancer program her team developed. They were working with two insights:
- People with cancer want to live, not be defined by an illness
- They want support – they know they cannot do it alone
At the center of the program Is a documentary. It’s 9 people, sharing their stories about what it’s like when you get the first, second, third diagnosis. There’s an oncology nurse who was diagnosed with the disease she’s spent her life treating. A comedian who is also a three-time survivor. A student who wouldn’t let a lymphoma diagnosis stop him from being a doctor. A woman who was diagnosed at the same age her mother was. The stories go on …
But every one of them gives hope. The diagnoses are terrible, the treatments difficult, but the ways the people heal, cope and live on are told in a way that takes away the sense of isolation and replaces it with inspiration for what the rest of life can be.
In addition to the documentary, This Is Living With Cancer has an app to manage day-to-day life with cancer – from tracking conversations with doctors and nurses to indexing their physical and emotional health to being part of a community.