BDG & CariGenetics ‘Get In The Ring’ Wins Award
The Brand Development Group [BDG] won “Best Campaign by a Healthcare Brand” in Chief Marketer’s 2024 Campaigns of the Year Awards.
A spokesperson said “The award recognises the outstanding success of the “Get in the Ring” campaign, which was for CariGenetics’ Caribbean Breast Cancer Whole Genome Pilot Study. This initiative marked a significant step forward in breast cancer research for Caribbean women, with a focus on early detection and personalized treatment options.
“The campaign targeted women of Caribbean ancestry with four Caribbean grandparents residing in Bermuda, a demographic often underrepresented in genetic research. By using a powerful mix of social media engagement, local media outreach, and community events, BDG facilitated CariGenetics to raise awareness around the need for this crucial genetic study. The campaign not only exceeded recruitment targets but also sparked meaningful conversations about genetic research and breast cancer within the Bermuda community and global pharmaceutical companies, achieving a high return on investment and impactful results.”
“We are immensely proud to have been recognised by Chief Marketer for this campaign,” said Jodi Covington, CEO and Senior Strategist at The Brand Development Group. ”‘Get in the Ring’ wasn’t just about marketing—it was about empowering women in Bermuda with the knowledge that their participation could directly impact future health outcomes for Caribbean women. Our team worked tirelessly to ensure the campaign was both impactful and compassionate, and this recognition is a testament to the strength of our collaboration with CariGenetics.”
Dr. Carika Weldon, Founder and CEO of CariGenetics, also commented on the award win: “This recognition highlights the transformative potential of genetic research when combined with strategic outreach. Through ‘Get in the Ring,’ we connected with women across Bermuda, inviting them to take part in something greater than themselves—pioneering data that will guide more precise breast cancer screening and treatment for Caribbean women. This award-winning campaign led to world leading recruitment rates for a study of this kind. We are grateful to BDG for their dedication and to the women who participated, helping us make strides in Caribbean health equity.”
A spokesperson added, “The campaign’s success was underpinned by significant insights into genetic markers unique to Caribbean women, with preliminary findings already suggesting new pathways for improved screening and treatment options. This achievement underscores the shared vision between BDG and CariGenetics to improve healthcare outcomes for underrepresented communities through strategic marketing and impactful research.
“For more information on the “Get in the Ring” campaign and upcoming initiatives from BDG and CariGenetics, please visit www.carigenetics.com and www.thebranddevelopmentgroup.com.”
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