Check your dad jeans — and genes — in J&J's new BRCA-focused campaign
Many people are familiar with BRCA, or breast cancer gene 1 and 2, mutations in breast cancer, but they can also play a role in prostate cancer. J&J is tackling the subject in new communications and adding light-hearted humor with its “Dad Genes” website.
On BRCAInMen.com, men, boys and a few women wear high-waisted and belted baggy denim to make the visual jeans/genes homonym pun. While the new work is unbranded, J&J’s oral prostate cancer combination drug Akeega (niraparib and abiraterone acetate) was approved in August to treat people with BRCA-positive metastatic castration-resistant prostate cancer.
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