In 2023, the WISDOM Study was selected to be a Mission Partner of Bright Pink – an organization dedicated to breast and ovarian cancer education for over a decade, which transitioned to a Venture Philanthropy Model in 2021. The goal of Bright Pink’s Mission Partnership was to accelerate, deepen, and expand the impact of cutting edge, life-saving breast and ovarian health innovations. As a Mission Partner, WISDOM received $100,000 over a year in capital investment, and received capacity-building resources, including strategic workshops, program and evaluation design support and connections with key partners including TOUCH, the Black Breast Cancer Alliance, FORCE, and Nueva Vida.
The goals of our Mission Partnership were to raise awareness of breast cancer risk assessment, personalized screening and prevention in younger women, specifically ages 30-39, and to offer these services to this demographic who wouldn’t otherwise have these opportunities through today’s standard of care in women’s health.
Through our partnership with Bright Pink, we concepted a communications with the goal of raising awareness of – and taking action on – breast cancer risk assessment & risk reduction in younger diverse women. To execute our vision, we partnered with Merit Creative design agency to develop a creative ad campaign and new WISDOM marketing and communications materials designed for younger, diverse audiences, which included new branding and messaging, a new microsite (www.joinwisdom.org), digital ads, mass email templates, social media posts and flyers. We gathered focus groups of young, diverse women to ascertain their input and feedback on our campaign under development to ensure that our messages and approach were resonant and motivating.
The campaign launched in early May 2024 and has surpassed industry standards for impressions, engagement, and click through rates.
By June 2024, as a result of this campaign, we succeeded in raising awareness of breast cancer risk in younger women (nearly 700,000 impressions of our advertisements were placed, we had over 5,000 unique views to the new website www.joinwisdom.org, and over 6,000 views to the original WISDOM website). Over 350 people registered and over 150 completed genetic tests and had breast cancer risk assessments. We are continuing to evaluate the data and make adjustments to messaging, key phrases, and other approaches measured and driven by AI to optimize the campaign and expand our reach.
With Bright Pink’s partnership and support, WISDOM 2.0 for women ages 30-39 has evolved from a visionary idea into an ongoing campaign that will continue to have ripple effects throughout time. Combined with Bright Pink’s expertise in evaluation and extensive marketing materials in their Vault, our focus on enrolling younger women will be amplified over the next several months and into the next several years. Our partnership has laid the groundwork for this innovative campaign and has set the stage for several new strategies and campaigns to come.
Since expanding our eligibility to enroll women as young as age 30 in late October 2024, we have had over 2,000 women ages 30-39 register for the study, and of those, nearly 1,600 have fully enrolled, with over 30% identifying as non-white. We have completed over 500 genetic tests, identifying 18 people with genetic mutations. Of these only 1 had a family history of breast cancer and would have been offered genetic testing as part of clinical care. By being part of WISDOM and completing our no-cost genetic testing and risk assessment, these women now have the information to make informed decisions at younger ages that will help reduce their risk and provide more options for personalized preventive care.
We thank you, Bright Pink, for your support and dedication to improving the lives of so many younger women.
