Cancer Awareness Hits the Super Bowl with Publicis' Stirring Ad Campaign

In the typically light-hearted realm of the Super Bowl, Publicis Groupe steps forward with a heavy subject: cancer. The French multinational advertising and public relations company has crafted a poignant message for this year's Super Bowl, marking the debut of its "Working With Cancer" initiative.

Because of a personal experience—being diagnosed and treated for cancer last year—Publicis Groupe CEO Arthur Sadoun has spearheaded this cross-industry coalition. The coalition aims to dismantle the stigma and insecurity of cancer in the workplace. With a powerful global "wake-up call," it encourages everyone to contribute to a supportive work environment for cancer patients.

Of the many industry titans, Publicis Groupe has initiated a pledge that unites numerous international companies. These forward-thinking corporations have a shared commitment to foster an open, recuperative work culture for cancer patients. Founding partners of this movement include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L'Oréal, Lloyd's, LVMH, Marriott, McDonald's, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, PepsiCo, Renault Group, Sanofi, Toyota, Unilever, Verizon, and Walmart.

Carla Serrano, Publicis' global chief strategy officer and CEO of Publicis New York, shares that Sadoun's initial reluctance to reveal his cancer diagnosis gave way to positivity following supportive feedback within and outside the company. This prompted the launch of "Working With Cancer" at the World Economic Forum in Davos.

The Super Bowl ad titled "Monday," created by Publicis and directed by Elena Petitti Di Roreto and Martin de Thurah, emphasizes the significance of workplace support for cancer patients. The film, set to premiere on World Cancer Day (February 4), highlights the journeys of two patients coping with their illnesses and returning to work. The supporting cast, some of whom are cancer survivors and caregivers, bring authenticity to the project.

The unprecedented campaign hopes to reshape the culture of silence and apprehension around cancer in the workplace. Marco Venturelli, chief executive and chief creative officer for Publicis Conseil, confirms that the film's theme of empathy resonates due to the widespread knowledge of cancer experiences.

The industry has embraced Publicis Groupe's long-term social change initiative, with partners such as Walmart, Meta, and Disney/ABC donating media valued at $100 million for the campaign. The donated media is expected to generate one billion impressions. In addition to Super Bowl adverts in the New York market backed by Memorial Sloan Kettering Cancer Center, Publicis Groupe will sponsor digital experiences, cinema advertising, and influencer marketing on World Cancer Day.

Publicis Groupe's endeavor serves to build a more supportive and inclusive work environment for individuals dealing with the challenging journey of cancer. By promoting open discussions and support, the company aims to reduce the stigma associated with cancer in the workplace, paving the way for a more empathetic and recovery-focused culture.

Publicis Groupe's CEO, Arthur Sadoun, initiated the "Working With Cancer" initiative after personally experiencing cancer, which aims to eradicate stigma and insecurity related to cancer at the workplace.
The "Working With Cancer" coalition, formed by Publicis Groupe, encourages a global shift towards a more recuperative work culture for cancer patients, with numerous international companies, including Disney/ABC, Walmart, and Meta, uniting in support of this movement.
The Super Bowl ad, titled "Monday," created by Publicis Groupe, highlights the importance of workplace support for cancer patients, featuring the inspirational journeys of two patients and a supporting cast of cancer survivors and caregivers.
To amplify the message of the "Working With Cancer" campaign, partners like Walmart, Meta, and Disney/ABC donated media valued at $100 million, which is expected to generate one billion impressions.
In an effort to build a more inclusive and empathetic workplace culture, Publicis Groupe's initiative promotes open discussions and support, aiming to reduce the stigma associated with cancer in the workplace and pave the way for a recovery-focused culture, using therapies-and-treatments and health-and-wellness resources, even incorporating the use of CBD where appropriate, to help employees effectively manage medical-conditions like cancer.