GSK wanted to highlight its commitment to the treatment of metastatic breast cancer during the month of October. Instead of focusing on Pink Ribbon efforts that month, GSK wanted to focus on metastatic breast cancer patients who are often forgotten in these months of celebration and optimism. Metastatic breast cancer patients have gone through multiple rounds of treatment and are constantly looking for new ways to fight their disease. GTO created a video that tries to demonstrate the real burden of these patients through the people that the disease affects. The video was shared internally on the company intranet where employees could share with others as well as flat screens set up in public areas. The straightforward tone and stark statistics are a reminder to the employees of GSK of what they are fighting for.
