For the love of genes
A healthy fashion statement
American dads are kind of famous for avoiding the doctor. And they’re also renowned for their dorky outfits, including dad jeans. This high-impact campaign turned both those truths into the highly effective Dad Genes campaign, educating men about BRCA gene mutations.
Genes, like BRCA, may go unnoticed because less than half of patients are tested for them. These genes have the power to drive more aggressive prostate cancer and can help determine if patients are eligible for treatments that target their specific cancer.
This campaign was awarded Gold in the 2024 MM+M, and winner PRWEEK.
And it hit the mark, increasing national BRCA testing rates by 5%. It found 16,000 users using paid search, with an engagement rate of 24.4% and a conversion rate of 1.3%. That means more than 200 people with a possible rare mutation accessed the Doctor Discussion Guide, helping them navigate conversations with their HCPs.
