The Story of how breast cancer can’t keep an Hispanic Women down!

READI stands for REdressing Access to and Disparities in Immunotherapy for Breast Cancer. This initiative is in collaboration between The Immigrant Health and Cancer Disparities (IHCD) Service at Memorial Sloan Kettering Cancer Center and CCNY

The Challenge

To create awareness about TNBC, and immunotherapy as a treatment option for Hispanic women while inspiring and empowering this community in a culturally sensitive way to advocate for better healthcare for themselves.

What does the plot look like?

understanding cultural disparities - prevalence of TNBC was 23.1% much higher in Hispanic patients

77%

5-year survival rate for TNBC . Breast cancer is the main reason for cancer-related mortality in Hispanic women living in the United States.

understanding the impact of a TNBC diagnosis among Hispanic women from a psychological standpoint

Understanding Hispanic Women

Community Driven
"I take pride in my culture and feel most welcomed when around my community."

Outspoken
"I am comfortable with myself and never hesitate to voice my opinion."

Family Driven
"I want to help my family. If there is any way I can help my parents, I will."

Independent
"I don’t want to be a burden for my children. Working hard to retire comfortably in my home country will be a dignifying way to finish my days."

Loving
"My children are my everything. I will do what I can to give them a better life than the one I have had."

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Now that we have done all the research & social listening, it’s time to dig deeper.

what is all this research leading to?

The human truth, about these Hispanic women

Despite many having a love for life and a fighting spirit many Hispanic women lose their confidence when in front of a doctor, facing a health issue, which gives way to fear.

Why do these usually confident Hispanic women feel so?

Language barrier & Lack of Information - not only these women aren’t aware they are also not thoroughly educated about breast cancer to be able to ask questions

How & What helps overcome Fear?

LOVE

EL AMOR TODO LO PUEDE

Love gives you strength - Acting from love enables us to put our biggest fears aside long enough to start asking doctors questions about TNBC and immunotherapy treatments

But First We Have to get “READI”

In the digital world where we all live today, including Hispanic women - READI needs a strong identity that will allow its audience to see it, listen to it, and trust it.