Short Straw Mailer

Background

Arimidex, a drug for protecting against the recurrence of breast cancer, wanted to express to doctors that even though they were specialists in their field, there’s no way of knowing who is most at risk from cancer re-emerging, therefore it makes sense to treat all women the same. Prior to the campaign launching, Arimidex had had some very good press. Data had shown just how effective it was, but oncologists and nurses only considered it a treatment for their most at-risk patients. To give women recovering from breast cancer the best possible chance of avoiding a recurrence, AstraZeneca needed their audience to start thinking about Arimidex as a first line treatment for all risk factors.