Time Toxicity
This unbranded campaign is aimed at oncologists who haven’t recognized how innovative oral SERD therapy transforms the holistic patient experience in ways injectable approaches typically can’t match. It asks providers to consider how much of a patient’s precious time is lost to treatment, in the same way they’d measure other core attributes, such as safety or efficacy.
To spotlight the problem, the creative disrupted a familiar clinical article with striking headlines about the real-life sacrifices patients make when seeking out treatment — missed work, long commutes and lost time with loved ones. This compelled readers to confront the often-overlooked burden of time, highlighting its emotional, social and logistical toll.
