Over 40,000 women are still dying of breast cancer every year. Screening guidelines vary drastically across organizations and are based on retrospective data from white, non-Hispanic women. The most aggressive forms of breast cancer are highest in women below the current screening age of 40. Instead of basing screening on age, we need a new, personalized approach that can help identify women at highest risk to offer risk-reduction options. Unfortunately, today’s guidelines only offer women with a strong family history the opportunity to get genetic testing and/or start screening. This approach misses thousands of women each year who may not qualify for genetic testing or screening solely based on family history.

Dr. Laura Esserman, WISDOM founder, is an internationally recognized breast cancer leader. Her innovative vision challenges the status quo to drive critical improvements in women’s health.

The WISDOM team is comprised of leading experts in breast cancer risk assessment, genetics, as well as providers, patient advocates and community leaders. Together we have enrolled over 50,000 women across the United States, delivering personalized risk assessment and screening plans through the WISDOM Study. Our existing virtual study platform and convenient clinical trial participation application has paved the way for thousands more women to join WISDOM 2.0, with a focus on younger, more diverse women. We are committed to ensuring expanded access to risk assessment and testing, thereby finding those women at highest risk earlier and improving prevention and risk reduction opportunities.

WISDOM is targeting a diverse group of women between 30-39 to learn their risk for breast cancer. Clear, compelling messaging that drives women to take action is required. Our efforts will focus on developing, testing and implementing a messaging campaign for women in their 30’s to take action and learn their breast cancer risk.

Develop and test key messaging and communication channels that generate a WISDOM 2.0 health communications toolkit and campaign strategy.

Identify key messaging that drives 3500 young women 30-39 to express interest in WISDOM

Measure awareness of risk-based breast cancer screening and increase the intent and completion of learning your own risk.

Support crafting and testing key breast health messages

PR, Media & Influencer connections

Learnings & Best Practices from past campaigns

Storytelling expertise

Board member engagement & mentorship

Mission Partner cohort

The hope is that this campaign will increase awareness of risk-based breast cancer screening, and increase the number of women who know their personalized risk so they can take action.