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Top 6: April 19th 2023
Outdoor
The Chrysalis Initiative: Gloria
Top 6: April 19th 2023
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. 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.
For this new effort, titled “Inequality You Can’t Ignore,” EVERSANA INTOUCH created an arresting, visually-led campaign featuring 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. The Chrysalis Initiative asked several hospitals in the Tri-State area to display the campaign extension in their lobbies; however, they all declined or dismissed the request. But that didn't stop the nonprofit. Instead, the experience was placed right outside hospital doors on bus shelters that dotted the commuting lines hospital employees were likely to travel. As tenacious and formidable as ever, The Chrysalis Initiative refused to give up or be ignored.
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