Metastatic breast cancer, also known as stage IV breast cancer or mBC, occurs when cancer has spread from the breast to other parts of the body. Currently there is no cure, but it can be managed for many years with the right medication.
However, a patient’s access to medications varies from province to province. The Canadian Breast Cancer Network (CBCN) approached NATIONAL to build an engaging website for its mBC Access Matters campaign to raise awareness of these discrepancies across Canada. The website features a petition to encourage government decision makers to address access issues in a national pharmacare plan, and video testimonials from mBC patients and healthcare practitioners.
With the majority of CBCN’s existing website traffic viewing from mobile devices, and the mBC Access Matters campaign being promoted on social media, NATIONAL ensured that the campaign site was optimized for an intuitive mobile experience. The video testimonials were shot by mBC patients and healthcare practitioners on their personal devices as vertical videos, to leverage the look of “social stories”. Share functionality was also featured prominently to reinforce the social efforts and encourage users to share the petition with their own friends, family and colleagues through Facebook, Twitter and email.