Unseen Unheard - The untold breast cancer stories of Black Women in the UK

Project Type

Disease Awareness Campaign

Project Focus

Setting out on this project, there was an understanding that improving equity in cancer care had to start by listening to those directly affected.
Gilead had already supported the important work led by Leanne Pero and Black Women Rising and had an open channel of communication. It was therefore a natural choice to approach her with the idea of a play, knowing we shared a commitment to creating space for Black women to share their experiences and calling for urgent change in how breast cancer is understood and addressed.

We knew it was important to take the time to ensure what Gilead were proposing was both meaningful and feasible. Internally, they held early concept discussions with compliance, legal and medical teams to explore how the idea could be delivered compliantly. 

When Gilead met with Black Women Rising and the appointed creative team (Director, Producer and Writer) they were transparent about the environment that industry operate in and the considerations at play. Together, Gilead and Black Women Rising shaped a shared vision of the ideal scenario and committed to working towards the closest achievable outcome.

A priority from the outset was to ensure that everyone involved in the project was recognised and compensated for their contribution, while remaining compliant with Gilead policies.

While this was a more complex contracting environment – engaging organisations from grassroots advocates to playwrights - Gilead internal teams worked in an agile and solutions focused way to ensure all parties were contracted compliantly and recognised for their input.

For Black Women Rising, Gilead put in place a consulting agreement that recognised their ongoing contributions to script development, content review, and participation in panel discussions – making sure they continued to have a voice throughout the development of the project. 

Contracting process

A priority from the outset was to ensure that everyone involved in the project was recognised and compensated for their contribution, while remaining compliant with Gilead policies.

While this was a more complex contracting environment – engaging organisations from grassroots advocates to playwrights - Gilead internal teams worked in an agile and solutions focused way to ensure all parties were contracted compliantly and recognised for their input.

For Black Women Rising, Gilead put in place a consulting agreement that recognised their ongoing contributions to script development, content review, and participation in panel discussions – making sure they continued to have a voice throughout the development of the project. 

Implementation

The play’s script was developed from interviews with six women who were members of Black Women Rising – they were known as our ‘Guardian Angels.’ The play was written by Naomi Denny and directed by Simon Frederick and Suzann McLean.

The production premiered and was recorded at Theatre Peckham in Spring 2023 to a sold-out audience (1000 people). The recording then embarked on a UK-wide screening tour in 2024–2025 which was attended by over 200 people. The UK tour also included a Parliamentary event in Westminster, which was hosted by Leanne Pero and Dawn Butler MP.

Each screening featured a panel discussion with speakers selected by Gilead, including individuals with lived experience, healthcare professionals, patient advocates, and policy stakeholders. The conversation ignited real change – as a result of seeing the play and hearing the panellists, organisations such as St Bartholomew’s Hospital, the Royal Marsden, University of Birmingham Hospitals, University Hospitals Leicester, Breast Cancer Now, Macmillan all requested their own screening for their colleagues.

Gilead prepared briefing documents for all speakers and ensured that press materials and certified content included clear funding disclosure.

Impact

Black Women Rising

Impact on Patient Organisations: 

The project elevated the charity’s profile, leading to increased recognition and national media coverage. 
Specifically, members of Black Women Rising increased from 150 in 2022 to 400+ in Q3 2023 (after the play) and Instagram followers increased from 7K to 10K (a 43% increase). 

However, more important than this was the play igniting discussion about real systemic change, and Black Women Rising’s future involvement in this:

“Unseen Unheard shot the experiences of Black women with breast cancer into the stratosphere. Important people are now asking what they can do to help. How they can do things differently. More people are now reaching out to me, and more doors are opening. We now have seats at tables that previously wouldn’t have been available to us.” 
Leanne Pero MBE 

Impact on Industry Partner: 

The campaign has become a valuable tool for stakeholder engagement, highlighting the importance of inclusive, community-informed approaches to disease awareness. 

It demonstrated the power of creative storytelling in driving change and reinforced the value of early and sustained partnership with patient organisations.

Notably, the initiative contributed to the development of a new educational module on diagnosing breast cancer in Black women by the Royal College of General Practitioners.

Benefits

Impact on patient organisations: 

• Ensured Kidney Care UK was able to fully own the creative development and delivery of the campaign. 
• The partners plan to continue to work together to maximise the reach of the campaign and ensure as many people as possible are supported to maintain their kidney health. 

Impact on industry partner: 

• From AstraZeneca UK’s perspective, this was a truly collaborative partnership that met the strategic needs of both organisations and the core objectives of the agreed partnership. 

Summary

Barriers

• Navigating the intersection of ABPI compliance and creative industry practices.
• Addressed through open dialogue and clear communication of regulatory requirements.

Enablers

• Early engagement with the patient organisation.
• Cross-functional collaboration within Gilead.
• Shared commitment to health equity.

Key Messages

1. Engage patient organisations early and meaningfully
   They bring the insight - not just into the condition, but into what will resonate with their community.
2. Embrace innovative formats to communicate complex issues
   The right format - not always the traditional one - can transform understanding and spark action.
3. Ensure transparency and compliance at every stage
   Transparency isn’t just about process - it’s about credibility and trust.
4. Respect and elevate the voices of those with lived experience
   People with lived experience aren’t contributors; they’re central.

Job code: UKI-UNB-1422
Date of Preparation: July 2025