Itbra Design & Branding Itbra — The Wearable That Detects Cancer by Area 23 New York

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Itbra — The Wearable That Detects Cancer

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Industry Against Cancer
Media Design & Branding
Market United States
Agency Area 23 New York
Associate Creative Director Denise Bankson, Jorge Muñoz Suárez, Andrea Bistany
Executive Creative Director Tim Hawkey
Creative Director Fernando Fernandez, Bernardo Romero, Laura Potucek
Released January 2017


Cannes Lions 2017
Glass Lion Glass: The Lion for Change: Glass Lions Silver Lion

Credits & Description

Title: Itbra — The Wearable That Detects Cancer
Agency: Area 23
Brand: Cyrcadia Health
Country: USA
Entrant Company: Area 23, New York
Advertising Agency: Area 23, New York
Pr Agency: Area 23, New York
Production Company: Area 23, New York
Managing Director, Ecd: Tim Hawkey (Area 23 An Fcb Health Network Company)
Vp, Creative Director: Bernardo Romero (Area 23 An Fcb Health Network Company)
Senior Producer: Anna Lopez (Area 23 An Fcb Health Network Company)
Production Supervisor: Frank Laport (Area 23 An Fcb Health Network Company)
Evp, Group Creative Director: Michael Kizilbash (Area 23 An Fcb Health Network Company)
Vp, Creative Director: Laura Potucek (Area 23 An Fcb Health Network Company)
Associate Producer: Elan Schoonmaker (Fcb Health)
Vp, Associate Creative Director: Denise Bankson (Area 23 An Fcb Health Network Company)
Vp, Associate Creative Director: Jorge Muñoz Suárez (Area 23 An Fcb Health Network Company)
Copy Supervisor: Matthew Shepatin (Area 23 An Fcb Health Network Company)
Vp, Associate Creative Director: Andrea Bistany (Area 23 An Fcb Health Network Company)
Svp, Creative Director: Fernando Fernandez (Fcb Health)
Senior Design Director: Matthew Brownell (Area 23 An Fcb Health Network Company)
Video Producer: Kelly Rice (Fcb Health)
Editor: Scott Hamm (Fcb Health)
Evp, Group Management Director: Latifa Alladina (Area 23 An Fcb Health Network Company)
Scientists have long known that cellular change in breast tissue indicated the presence of cancer. We were frustrated at the lack of advancement in screening. Especially knowing that cancer cell subdivision can occur 8 to 10 years prior to when mammography can detect a 2 cm tumor—the average size of imaging visualization. We set out to create the iTBra, a wearable device that uses sensors to track circadian cellular changes to detect breast cancer earlier—and empowers women to accurately screen anywhere. We completed over 5 years of advanced development and clinical trials with leading research institutions at a cost exceeding $15 million. We achieved 83% accuracy in detecting tumors, equal to mammograms, and 30% better in dense breast tissue. For the first time in history, we no longer have to subjectively visualize results, as the iTBra uses machine-learning algorithms to detect abnormalities and automatically alert a woman’s physician.
Having earned three patents, invested over $15 million, and raised $6.5 million over the last 5 years, we’re ready to launch the iTBra to markets around the world. With 500,000 anticipated orders this year, the iTBra will reach more women at risk of breast cancer than ever before. And our manufacturer is prepared to release millions of iTBra sets on an annual basis. Additionally, retail partnerships (including Lululemon and Uniqlo) will provide the iTBra to consumers globally. We also expect to achieve the largest breast cancer database in the world by the end of 2018, providing a game-changer in the field of cancer research. With the documented limitation of mammography, and the minimal access to these machines in many parts of the world, we are positioning the iTBra to replace mammography as the gold standard of breast cancer screening in the next 5 years.
The iTBra includes 2 comfortable, intelligent inserts lined with sensors to detect circadian temperature changes within breast tissue that indicate cancer. Women wear the device for approximately 2 hours under any garment, after which the smart phone-enabled technology automatically transmits the information to our predictive analytic database. We employ a series of self-learning algorithms and neural networks to identify abnormal patterns in otherwise healthy breast cellular behavior, delivering an accurate, reproducible, and automated result to a woman and her physician within minutes. The iTBra achieved over 80% accuracy across all tissue types, compared with mammography, which is less than 50% accurate in the densest breast tissue, providing a breakthrough screening solution for the roughly 40% of women around the world with density.We’ve completed testing of the iTBra, and product development is underway for mass distribution of the product by Q4 2017. We’re currently partnering with global insurance companies and governments to bring the iTBra to mass populations, so we can democratize breast cancer screening. Based upon demand, we’re asking our manufacturer to produce a minimum of 500,000 sets in the next 12 months—to potentially find cancers in thousands of women.
Women rely on mammography, a gravely inadequate and uncomfortable screening tool that often catches breast cancer too late, and misses over 50% of tumors in the densest breast tissue. (40% of women have dense breasts.) Recognizing that women were overdue for a radical improvement in cancer detection, Cyrcadia saw a way to deliver a game-changer, incorporating more accurate breast cancer screening into a wearable.The iTBra detects breast cancer earlier than mammograms (and is 30% more accurate in the densest breast tissue.) It’s radiation-free and can be done comfortably at home, potentially reaching millions of women and saving countless lives.
Campaign Description:
Early diagnosis of breast cancer is the key to survival. Yet mammograms can catch the disease too late and carry an unacceptably high rate of false positives. Additionally, millions of women worldwide have little or no access to hospital screenings. For example, in India there are only 16 mammography machines, serving 650 million women. This is a massive unmet need. Our idea was to combine the flexibility of wearables with the science of breast cell metabolism and the technology of predictive analytics to create a revolutionary wearable that detects breast cancer — earlier and more accurately than mammograms. Additionally, the device will potentially reduce unnecessary false positives by over 50%. This is an idea that gives women control of their breast health, and brings the power of early detection to millions of women worldwide, even those with little access to hospital screening. Just imagine how many lives will be saved.