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      Gold
      




      Johnson & Johnson Innovative Medicine and 21Grams  
      Dad Genes
      




      American dads are kind of famous for avoiding the doctor. And they’re also renowned for their dorky outfits, including dad jeans. This high-impact campaign turned both those truths into the highly effective Dad Genes campaign, educating men about BRCA gene mutations.
      




      Many people associate BRCA with women and breast cancer. However, men with BRCA gene mutations have a higher risk of developing certain cancers, including prostate cancer. BRCA mutations in prostate cancer drive more aggressive disease, so patients need to get screened for the mutation to know whether they are eligible for targeted treatments. In addition, these mutations can be passed down to family members. The challenge: More than half of men with prostate cancer do not receive genetic testing for the BRCA gene, leaving them unaware of its importance in their treatment or its implications for the health of their children.
      




      To drive awareness about BRCA+ prostate cancer, Johnson & Johnson Innovative Medicine started by having heart-to-heart conversations with multiple patients with mutation-driven cancers. And while these men — primarily dads — might have been ambivalent about their health, they were fiercely motivated to be their family’s protector.
      




      Using images of classic Americana, the campaign focuses on the All-American dad in crisp white New Balances, polo shirts, barbecues and dad jeans. Photography made those jeans the focus, prompting viewers to think more about his genes and what he passes down to his family.
      




      And it hit the mark, increasing national BRCA testing rates by 5%. It found 16,000 users using paid search, with an engagement rate of 24.4% and a conversion rate of 1.3%. That means more than 200 people with a possible rare mutation accessed the Doctor Discussion Guide, helping them navigate conversations with their HCPs.
      




      




      Silver
      




      UFCSPA and Area 23   
      bAIgrapher
      




      Reminiscence therapy is a proven tool to improve the quality of life of patients with Alzheimer’s disease. It stimulates memories, reduces depression and increases socialization. But it can be costly and time-consuming. UFCSPA, a medical university in Brazil, delivered this AIpowered platform that can provide interpersonal reminiscence  therapy in a practical, scalable and accessible way. First, bAIgrapher collects stories from patients and loved ones. Then, it uses generative AI to create personalized biographies that help patients reconnect with their past. While still in clinical trials in Brazil, the tool is extended to affiliated medical colleges, including Harvard and Brown.
      




      Click here to view 2024 MM+M Award Winners.