For Sun Pharma, every day—from Super Bowl Sunday and beyond—is “SUNday.”
That’s the premise of a new unbranded campaign the drugmaker is rolling out amid the big game on Feb. 8, joining peers like Novartis and Boehringer Ingelheim in using the Super Bowl LX stage to debut disease awareness drives.
Sun’s is centered on drawing attention to the realities of life with skin cancer and providing ongoing support and education to those in the skin cancer community, including patients, caregivers, healthcare workers, advocates and others.
“Skin cancer is not a one-time event. It’s a continuum that can raise new questions and challenges at every step,” Frank Righetti, head of Sun’s cutaneous oncology business unit, told Fierce Pharma Marketing via email. “SUNday helps address the gaps patients and families often face in information, support and connection, so people feel more informed and less alone throughout their care.”
A full-page campaign ad appears in the official Super Bowl LX souvenir program, which is available both digitally and in around 1 million print copies sold online and at the stadium in Santa Clara, California, on Sunday.
Alongside the campaign’s slogan and a photo of the sun shining over an empty football stadium, the ad details Sun’s dedication to “driving innovation, expanding access, and improving health outcomes day after day,” with a particular focus on its work to support people with skin cancer, who have “no off days.”
A QR code and printed URL on the page direct readers to the campaign website, which features more information about Sun’s work in skin cancer, as well as links to a handful of patient support organizations. The site is designed to serve as “a resource to help make information about skin cancer, prevention and supportive care easier to find and understand,” according to Righetti.
Timing the initiative’s launch to the Super Bowl offers a “powerful” starting point, the executive said, but he reiterated that it’s really “about what comes after: helping the community feel supported throughout the full journey, every day.”
“We consistently hear from patients and families that skin cancer is part of their everyday lives. It doesn’t end when an appointment is over or a diagnosis is made,” Righetti said. “That’s why showing up for this community every day truly matters.”
He continued, “The phrase ‘Every day is SUNday’ reflects that reality and the ongoing need for support, education and connection whenever it’s needed—not just at certain moments in time. It also speaks to how, at Sun Pharma, we listen first, act with urgency and stay grounded in what’s right because that’s what people impacted by skin cancer deserve.”
On the branded side of things, Sun’s skin cancer offerings include Odomzo for basal cell carcinoma and Unloxcyt, an FDA-approved PD-L1 therapy for advanced cutaneous squamous cell carcinoma that the company inherited in its acquisition of Checkpoint Therapeutics last year, as well as Levulan Kerastick for precancerous actinic keratoses.