Client: AstraZeneca
AstraZeneca transformed Pink October in Brazil from a symbolic awareness moment into a platform that embraces patients, deepens knowledge about breast cancer, and better prepares the support networks. Through a simple and symbolic act of writing Letters of Support, the campaign “With Support, Life Goes On” brought true stories into the public eye, shared by patients and those who stand beside them, revealing how they learned to offer meaningful support. This sensitive and human approach, in addition to helping society better understand how to offer meaningful support, created space to educate people on the importance of better understanding the disease and its subtypes to enable more effective treatment, offering longer survival and improved quality of life. To expand the initiative beyond digital content, AstraZeneca partnered with Correios, Brazil’s official postal service and an institution deeply connected to national pride, in a first ever collaboration. The initiative brought real letters of support into public spaces, redefining what Pink October can truly mean and positioning AstraZeneca as a leader in the sector, reinforcing its purpose of transforming lives through science and innovation.
