Mobilizing support for older people with cancer
The Challenge
By 2050, the world’s 60+ population will be more than double the population of children under age 5. With aging comes heightened cancer risk, and the number of new cancer diagnoses in people 70+ is expected to increase by 110% by 2040. The anticipated surge in cancer among older adults will not only challenge healthcare systems, but it will also drive significant economic and societal costs that many countries are unprepared to face.
The Response
On World Cancer Day 2020, Sanofi launched When Cancer Grows Old (WCGO), a three-year initiative to inspire advocates, healthcare providers and policymakers to identify solutions to support older people with cancer and their families. This first-of-its-kind global movement was designed to elevate the convergence of cancer and aging on global agendas to prioritize investments in cancer control and focus on developing guidelines to ensure age inclusivity within national cancer plans.
The Action
Sanofi launched WCGO via its newly created landing page and corresponding social media strategy on World Cancer Day, ensuring a message that would resonate globally while putting the organization at the forefront of the cancer conversation. Multimedia assets included commentary from advocacy leadership, including a WCGO trailer video, patient videos and a message from Dr. Cary Adams, CEO, Union for International Cancer Control (UICC).
To quantify the scope of the most pressing needs in addressing the burden of cancer in people 65 and older, Sanofi commissioned The Economist Intelligence Unit (EIU), a global team of economists, industry specialists and policy analysts, to explore existing policy frameworks and identify gaps in the U.S., Europe and Japan.
The Impact
WCGO was implemented in 10+ markets around the world. The WCGO global advocacy efforts successfully advanced cancer and aging on global agendas, helped address global and local challenges and informed the launch of dialogue on guidelines to ensure age-inclusivity within national cancer plans. The program won a PRSA-NY Big Apple Award for Best in Public Affairs and an Innovation SABRE Award for Best Media Integration.