The Chrysalis Initiative - "Inequality You Can’t Ignore"

EVERSANA INTOUCH

EVERSANA INTOUCH Overland Park, United States

Awards

5169

This ad is part of the ACT Responsible Collection

Brand: The Chrysalis Initiative
Country: United States

Advertiser: The Chrysalis Initiative

Title	Inequality You Can’t Ignore
Agency	EVERSANA INTOUCH
Campaign	Inequality You Can’t Ignore
Advertiser	The Chrysalis Initiative
Brand	The Chrysalis Initiative
Posted	April 2023
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	In the US, Black women are 42% more likely to die from breast cancer than white women – even when income and access to care are the same. In a systemically biased healthcare system, Black women are often dismissed and treated with prejudices that keep them from receiving an equitable standard of care.
Philosophy	The campaign features three women who were negatively affected by discrimination in their breast cancer care. The simple-yet-powerful photography depicts the women with the inequality symbol painted boldly across their breasts in white – highlighting the disparity in outcomes between white women and Black women. Scanning a QR code on the poster activates an AR experience with hard-hitting, astounding facts on the biases Black women face, and then takes users to a microsite where they can learn even more, sign up for Unconscious Bias training, and obtain important resources. https://thechrysalisinitiative.org/inequalityyoucantignore/#stats_section
Problem	The Chrysalis Initiative is a nonprofit that exists to disrupt disparities in breast cancer care. After partnering with marketing agency EVERSANA INTOUCH last year to launch “Erase the Line” – the award-winning campaign that included the first-ever app created specifically for women of color facing bias and racism in breast cancer care – the organization is now turning its attention to hospitals in an effort to get medical providers to confront this reality.
Result	The campaign features three women who were negatively affected by discrimination in their breast cancer care. The simple-yet-powerful photography depicts the women with the inequality symbol painted boldly across their breasts in white – highlighting the disparity in outcomes between white women and Black women. Scanning a QR code on the poster activates an AR experience with hard-hitting, astounding facts on the biases Black women face, and then takes users to a microsite where they can learn even more, sign up for Unconscious Bias training, and obtain important resources.
Media Type	Web Film
Length	253 seconds
Executive Creative Director	Nicholas Capanear
Chief Creative Officer	Susan Perlbachs
Creative Director	Diana Krulik-Bentzen
Designer	Christine Bringuez
Medical Strategy	Luke Nunnelly
Account Director	Jackie Budd
Project Manager	Jonah Grotz
Producer	Tracy Moore
Illustrator	Luciano Cian
Photographer	Yachin Parham
MUA	Jaleesa Jaikaran
Hairstylist	Ikeyia Powell
Body Painting	Agata Helena
DP	Ciara Ingram
Production Company	Dalmatian Cow
Film Director and Editor	Jean-Paulo Lasmar
Cinematographer	Bryan Rubén Mendoza
Music	Ritmika Audio Arts
Music Composer	Henrique Tanji
AR PRODUCTION COMPANY	Wildlife
Producer	Christina Jobe
GCD	Ivan Blotta
GCD	Billy Custer
ACD	Bryan Perley
GCD	Ron Larson
Group Experience Director	BINH TRAN
Media Director	Amy Ogden
Director Creative Technology	Craig Johnston
Executive Producer	Tracy Moore
Post Production	André Magri
Editor	Fernando Oliveira
Color Grading	Daniel Mendes
VFX	Marcus Mantovanelli
VFX	Diego Roque
Motion Graphics	Eduardo Ferreira