When Pfizer and the American Cancer Society (ACS) began discussing a joint initiative in 2023, both organisations understood that cancer’s burden in the United States was increasingly uneven. Breast and prostate cancers, already the most common malignancies among women and men, were rising fastest among racial and ethnic minorities and in rural areas. Access to screening, timely diagnosis, and guidance through complex health systems varied widely by ZIP code.
From that shared recognition came Change the Odds: Uniting to Improve Cancer Outcomes, a three-year collaboration launched on World Cancer Day 2024. Its ambition was straightforward yet formidable: to make prevention, early detection, and treatment support accessible to communities long excluded from progress against the disease.
Why the Partnership Mattered
Pfizer and ACS each brought more than a century of experience to the table: Pfizer in medical innovation and national reach, ACS in public trust, volunteer networks, and local support systems. As Dr Arif Kamal of the ACS explained, "When two long-established organisations that both understand the cancer landscape come together, the impact can be far greater than the sum of their parts."
The partnership's design reflected that complementarity. Pfizer's communication platforms and resources amplified ACS programs already tested on the ground, including free screenings, navigation services, and lodging for patients travelling for treatment. Together, they built a single digital gateway that connects people to nearby screening sites, transportation options, and clinical trial information.
Understanding Communities Before Acting
Before launch, the teams conducted social-listening research and analysed public health data to understand how rural populations perceived cancer. The findings were revealing; many saw screening as unnecessary unless symptoms appeared, while others cited fear, stigma, or lack of trust in healthcare institutions.
To address these barriers, Pfizer and ACS partnered with actor and cancer advocate Patrick Dempsey. His Front Porch Conversations video series presented informal dialogues with survivors and caregivers from rural communities. “We wanted to soften the conversation,” said Marianne Gandee. “It needed to feel familiar, like neighbours talking, rather than experts lecturing. Patrick’s own story made those discussions real.”
Innovation with a Human Face
Beyond awareness, the collaboration introduced practical tools. The ACS created CancerRisk360, an eight-minute online self-assessment offering personalised prevention guidance based on lifestyle and risk factors. Pfizer promoted the tool across its digital platforms, including a Super Bowl campaign, drawing more than a million visits and sixty thousand completed assessments in its first few months.
The initiative also expanded the reach of ACS CARES, a mobile app that connects patients and caregivers with tailored educational and logistical support. It linked users to the Hope Lodge network, which has provided more than 840,000 free nights of accommodation to patients undergoing treatment far from home.
“These are the tangible moments that change lives,” said Kamal. “Every night someone sleeps in a Hope Lodge bed, they are one step closer to the right care.”
Managing a Complex Collaboration
A joint steering group oversaw planning at both national and local levels. Quarterly data reviews tracked engagement and guided updates to ensure resources met community needs. Both partners drew on their field networks to maintain consistent, evidence-based messaging.
Gandee acknowledged that alignment required commitment. “Two large organisations don’t automatically move in sync,” she said. “We invested time in building trust, sharing data, defining responsibilities, and being honest about what each side did best.”
Results That Matter
Within its first eighteen months, Change the Odds reached an estimated 326 million Americans through grassroots and media activity. The Front Porch Conversations campaign generated more than nine million video views and 115,000 direct visits to the project website. Local collaborations with nearly 3,000 partner organisations generated over 50,000 referrals to community cancer care services.
Equally important were the shifts in understanding. More people sought screening information, rural clinics reported higher attendance, and attitudes toward clinical research began to change. “For many,” said Kamal, “clinical trials used to sound experimental or risky. We’re helping people see them as access to the best available care.”
Building a Legacy
In 2025, the partnership inspired the creation of the Global Alliance for Cancer Navigation, bringing together experts from 25 countries to share lessons on guiding patients through diagnosis and treatment. “We started by focusing on five U.S. states,” said Gandee. “But the insights travel. The way people experience cancer doesn’t change when they cross a border.”
The message behind Change the Odds remains clear: no person’s chance of surviving cancer should depend on where they live. The initiative shows how scientific capability, community reach, and humility can work together to create lasting progress. As Kamal reflected, “Telling people what to do rarely changes behaviour. Walking alongside them and showing them how, that’s what truly changes outcomes.”
Find out more about the winners and finalists at the Reuters Events Global Pharma Awards 2025 - visit the website here.
