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The Squeeze, Vol. 24: Face the Facts

The Squeeze, Vol. 24: Face the Facts.

Unequal, but not unseen.

What’s going on?
This powerful outdoor campaign forced the medical community to confront the inequalities in breast cancer care for Black women.

In the US, Black women are 42% more likely to die from breast cancer than white women – even when income and access to care are the same – often because they are treated with prejudices that keep them from receiving an equitable standard of care.

Born from its founder’s experiences with unconscious bias and inequality during her own breast cancer treatment, The Chrysalis Initiative is a non-profit that exists to disrupt disparities in breast cancer care. Last year, in partnership with agency, Eversana Intouch, The Chrysalis Initiative created a first-of-its-kind app to help arm Black women battling breast cancer with tools to identify the caliber of support they should be getting. This year they’ve shifted their focus to the healthcare professionals who can affect change, with their campaign, “Inequality You Can’t Ignore.”

Invigorated by several hospitals’ declination to display the campaign in their lobbies, The Chrysalis Initiative took to the streets, placing their visually arresting messages right outside hospital doors on bus shelters that employees were likely to travel past. One of their goals was to force medical providers to face the facts of the huge disparity in breast cancer care and question whether they may be contributing to the poor numbers:

  • Due to outdated screening guidelines, Black women are more likely to be diagnosed at a later stage, when it’s more difficult to treat
  • Black women are over 2x more likely to experience a two-month delay in receiving treatment
  • Black women represent only 3% of participants in breast cancer clinical trials

More importantly, the campaign aimed to motivate doctors to take action to “fill their blind spots” through unconscious bias training offered by The Chrysalis Initiative. This powerful film recaps their successes to date, as well as the emotional stories of three women who were negatively affected by discrimination in their breast cancer care:

Play Video

What's The Squeeze?
The truth can be hard to swallow, but even unconscious biases must be addressed within the American healthcare system to ensure that everyone (regardless of race or ethnicity) has access to equitable care.

While health disparities and the biases that contribute to them have been increasingly acknowledged among the medical community, this campaign reminds us how much further we still have to go. Opening patients’ and physicians’ eyes to unconscious biases is only one part of the equation, as it will take providers reshaping their practices to actually bring about real change.

And that’s exactly what consumers expect from brands in 2023: less talk, more action. Data shows that Americans are increasingly tired of hearing “we need to do better” and want evidence that brands have actually created societal change. So rather than honoring National Minority Health Month with a PR push, focus on what consumers really want– meaningful action, communicated when it’s achieved clear results.

If you’re interested in joining the 27 hospitals who have implemented unconscious bias training:

Related Insights.

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For more information, please contact
[email protected].