Itbra Digital, Case study The Wearable That Detects Cancer by Area 23 New York

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The Wearable That Detects Cancer

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Industry Against Cancer
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Area 23 New York
Chief Creative Officer Rich Levy
Executive Creative Director Tim Hawkey
Creative Director Fernando Fernandez, Bernardo Romero, Michael Kizilbash, Laura Potucek
Released November 2016

Awards

LIA Awards 2017
Health & Wellness Innovation Silver Winner

Credits & Description

Entrant: Area 23, An Fcb Health Network Company, New York
Brand: Itbra
Corporate Name of Client: Cyrcadia Health
Pharmaceutical Company: Cyrcadia Health, Reno
Advertising Agency: Area 23, an FCB Health Network Company, New York
Chief Creative Officer: Rich Levy
EVP, Group Management Director: Latifa Alladina
Managing Director, ECD: Tim Hawkey
EVP, Creative Director: Michael Kizilbash
SVP, Creative Director & Design Director: Bernardo Romero
SVP, Creative Director: Fernando Fernandez
VP, Creative Director: Laura Potucek
Senior Design Director: Matthew Brownell
Copy Supervisor: Matthew Shepatin
Senior Executive Producer: Anna Lopez
Producer: Kelly Rice
Assistant Producer: Elan Schoonmaker
Production Supervisor: Frank Laport
Editor: Scott Hamm
Sound Design Company: Pipeline, New York
Synopsis:
The number one risk factor for dying of cancer is being a woman. Yet there hasn’t been a major advance in breast cancer screening beyond mammography in 50 years. And there’s simply not enough of these bulky machines in the developing world to make a much-needed difference. For example, in India, there are over 650 million women and only 16 digital mammography machines. What’s worse, a single mammogram costs the equivalent of a year’s salary in the developing world.
The iTBra was developed to address this injustice and revolutionize breast cancer screening globally. It’s the first wearable device to detect breast cancer—more accurately than mammograms and up to 10 years earlier. And at only $5 per scan.
The iTBra, an intelligent insert worn under any garment, uses sensors to track circadian temperature changes in breast tissue. The device is worn for approximately 2 hours, after which the data is sent via a Bluetooth-enabled smartphone to our intelligent database. Predictive analytic software then identifies abnormal patterns which may indicate early-stage breast cancer. The results are automatically sent to the woman and her physician within minutes.
Clinical trials of 250+ women confirmed the iTBra’s equivalent accuracy to mammography in the general population, but surpassing it by 30% in women with dense breast tissue. This has huge implications because 40% of all women have dense breast tissue, which puts them at higher risk for cancer.
Together with Cyrcadia Health, we created a campaign to bring awareness to the healthcare disparities for women around the world and champion a breakthrough technology that democratizes breast cancer screening. A poster campaign highlighted the disparity in breast cancer screening globally and the gender bias in healthcare compared with men. For our key visual, we overlayed powerful facts about gender inequality in healthcare on top of striking portraits of women of all races and ethnicities, showing the human face behind the injustices of breast cancer screening. We produced a series of videos to show how the iTBra has the potential to overcome geographic and socioeconomic barriers to breast cancer screening.
The iTBra is launching in early 2018 with 500,000 anticipated orders and a production capacity of up to 4,000,000 units/month, bringing early detection to more women than ever before.
Our projections show that the iTBra will potentially save 850,000 lives over 4 years in the US alone – imagine the millions of lives we could save globally. This is a monumental change in breast cancer screening that puts the power back where it belongs—in the hands of women worldwide.