About This Project
Summary
AbbVie, a global leader in cancer care, released the Emotional Impact Report 2.0 in late 2024, highlighting the emotional toll of chronic lymphocytic leukemia (CLL)—especially on underserved patients. It uncovered unmet cultural and emotional needs among African American, Asian, and Hispanic patients. From financial issues to lack of tailored support, AbbVie recognized the gap—and began telling a deeper, multi-dimensional story to bring visibility, empathy, and action to all CLL patients.
Goals & Objectives
AbbVie’s goals were to lead a culturally relevant conversation around CLL, highlight diverse patient perspectives, and reinforce its leadership in blood cancer care—while showing its broader commitment to addressing patient needs across diseases and populations.
Results & Impact
AbbVie tackled health equity by spotlighting emotional health in diverse CLL patients—Black, Latino, and Asian American—for the first time. The campaign earned 2M+ media impressions, 540K+ social views, and major support from advocacy groups, affirming AbbVie’s leadership in cancer care.
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