Novartis Web, TV campaign promotes breast cancer awareness in Latin America

Novartis Web, TV campaign promotes breast cancer awareness in Latin America

Novartis is teaming with Sony Pictures Television International (SPTI) for a multiplatform breast cancer prevention and early detection campaign in support of Latin-American women. The campaign, called "SER," which means "to be" in Spanish, will build an online community where women can access the resources they need to understand, detect, and treat breast cancer. The campaign will be promoted via the cable television channels for which SPTI handles the advertising sales in Latin America. There will also be community-based programming. Novartis and SPTI are currently recruiting partners to provide a range of needed expertise to include scientific and medical knowledge, financial advice, patient education, treatment options, fashion tips, and health and diet plans. The campaign combines Novartis' resources and expertise in oncology with SPTI's media reach to assist Latin-American women in their fight against breast cancer.