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Publicis Conseil, Paris

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Entrant: Publicis Conseil, Paris
Brand: Working with Cancer
Title: "Screening Time-Off"
Corporate Name of Client: Working with Cancer
Agency: Publicis Conseil, Paris
Agency CEO: Marco Venturelli
Agency President: Agathe Bousquet
Agency Global Chief Creative Officer: Marco Venturelli
Agency Copywriters: Justine Dupont/Lucas Da Horta
Agency Art Directors: Filip Gonzacenco/Mélanie Martin
Agency Motion Designers: Moë Moriyama/Steven Carry
Agency Digital Designer: Richard Leroy
Agency Strategy Director: Sarah Lemarié
Agency Business Director: Samira Maarouf
Agency Account Executive: Lyne Abinader

Cultural Context:
FROM BREAKING THE CANCER RELATED STIGMA AT WORK TO CREATING A NEW WORKPLACE RIGHT TO PAUSE WORK FOR SCREENINGS. Working with Cancer was launched at Davos in January 2023 to show how the workplace can become a vital source of support for people living with cancer.

Since then, over 2,500 companies have signed the pledge, committing to a more open and empathetic work culture for the 35 million people affected worldwide.

Now, we’re going further. Companies want to turn intention into action, so we’re expanding the mission: not just supporting those with cancer, but helping prevent it.

The American Cancer Society reminds us: « Early screening is crucial for detecting cancer when it is easier to treat. » And yet, even though early detection pushes survival rates above 90%, half of people are behind on their cancer screenings. Working with Cancer mobilizes employers to help raise screening rates.

Because for many, work remains the main barrier. FIRST, LOGISTICALLY:

• Limited paid time off : only 18.2 days of leave per year on average across 197 countries, and only 11 in the US. • Financial concerns : unpaid leave or medical costs push health down the priority list.

SECOND, EMOTIONALLY: • Fear of falling behind keeps many from stepping away, even for essential health needs. • Short deadlines and urgent projects make work feel more urgent than preventive care. • Cultural stigma still sees taking care of health as a sign of weakness in some industries. • Guilt culture makes people ashamed to take time off.

The Problem:
Detected early, most cancers have a survival rate well over 90%. Yet, 50% of people worldwide are behind on their cancer screenings. While there are many reasons for this (fear, lack of information, and busy family schedules) work remains the biggest barrier.

According to the PreventCancerFoundation, 1 out of 4 people say that a lack of time off is the reason they skip screenings.

On average, employees worldwide get only 18.2 days of leave per year (11 in the US) while a colonoscopy typically takes 1.5 days off.

In addition to logistical barriers, there is also symbolic pressure : deadlines, team pressure, and financial worries contribute to delaying screenings. • "After financial closure" • “I can’t fall behind on my schedule.” • “It would affect my coworkers.” In some workplaces, taking time off for health can feel like a luxury or an inconvenience. Companies must set the example by prioritizing health.

The Solution:
Screening Time Off is an HR innovation, a new workplace right to pause work for cancer screenings, shifting focus from reacting to cancer to preventing it.

The HR implementation kit developed by WorkingwithCancer is adaptable to all legislations and companies worldwide. Since its launch, companies have adapted it in various ways : on-site screenings, insurance partnerships, or mailing at-home screening kits.

This initiative makes early detection a shared responsibility between employer and employee.

By offering dedicated time during work hours, employees no longer have to hesitate between their health and job, or fear financial loss or stigma for prioritizing care.

We partnered with actress Jenna Fischer, who was diagnosed during a routine screening.

Her popularity and strong connection to office culture made her the ideal ambassador to make people advocate for ScreeningTimeOff.

By anchoring it in pop culture, we aim to spark a movement for lasting change in workplace health.

The Results:
MAINSTREAM REACH: Screening Time Off generated 1.9 billion impressions across multiple channels, with a +377% engagement rate on the video.

B2B CONVERSION: 14 major companies have already implemented Screening Time Off, (Nestlé, HewlettPackardEnterprise, L’Oréal, Sanofi, Merck&Co., Accor, Pfizer, AXA, Publicis, Transcarent, MemorialSloanKetteringCancerCenter, UnionBankofSwitzerland, Gale, and United Healthcare.) Together, they cover 1.8 million employees in 80 countries across every continent.

B2B AMBASSADORSHIP: Top executives have publicly endorsed the initiative, including: Thomas Buberl, CEO & Frédéric de Courtois, Deputy CEO, AXA ; Glen Tullman, CEO, Transcarent ; Stefan Seiler, CHRO, UnionBankofSwitzerland ; Sébastien Bazin, CEO, ACCOR. B2B CONSIDERATION: Over 720 implementation kits downloaded, more companies are now exploring how to make Screening Time Off a permanent workplace right. BRAND IMPACT: 100+ new companies signed the Working with Cancer Pledge following the campaign ; +282% website traffic in the first two weeks)

PEOPLE IMPACT: already 20+ cancers detected early and now in treatment.