40,000 women die each year from breast cancer, but this is rarely discussed in the high-profile “Positively Pink” movement.

Pfizer wanted to give this group a chance to be heard. “Story Half Told,” paired award-winning photographers with five brave patients who agreed to share their stories, giving people a chance to feel their harrowing experience through poignant imagery and supporting audio clips. The moving images, along with supporting audio clips and survey data, were then turned into a touring photo exhibit where numbers became names and facts became faces.

Awareness levels for this group went from no profile to high profile, with features on Dr. Phil, Dr. Oz the Good Life and more, reaching more than 95 million people. Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – an unprecedented SOV for this group.

To ensure the “Story Half Told” campaign did more than just generate news and awareness, Pfizer hosted a panel discussion moderated by Food Network star and breast cancer survivor Sandra Lee. Patients, advocacy organizations, Pfizer colleagues, and other stakeholders were also involved.

Following a launch event and reception at the MILK Studios NY in September 2015, the campaign's traveling installation continues to be displayed in 36 different locations across the U.S., and will conclude on April 30, 2016.

Media placements included features on Dr. Phil, Dr. Oz the Good Life, Glamour, Huffington Post and more, reaching more than 95 million people.

Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – an unprecedented SOV for this “lost group” in the world of cancer.

Tier 1: More than 10 advocacy organizations supported "Story Half Told" and used our materials to better inform women with MBC on how to navigate their personal and work lives, as well as engage in conversations with their healthcare professionals.In addition, resulting study materials – including an extensive exploration of life-at-work for advanced breast cancer patients – was shared with 170 medical groups, directly reaching 10,000 healthcare professionals, creating further understanding about not just the disease but the unique impact it has on this specific group of patients.

Tier 2: Awareness went from no profile to high profile with emotional features on Dr. Phil, Dr. Oz the Good Life, Glamour, Huffington Post, and more. Social media activations went from zero to 40,000+ Facebook visitors and 150,000 webpage views – unprecedented for a pharma-sponsored initiative.