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Situation: Myriad Genetic Laboratories’ BRACAnalysis for hereditary breast and ovarian cancer offers knowledge and enables choices to those with a family or personal history. But first they need to know about the test. Rather than tout the test, the public awareness campaign JUST ASK urges women (and their doctors) to question their history. With a targeted mix of TV, print, internet and social media, the JUST ASK campaign is primed to move patients from ignorance to action.

Key Insight: Sometimes the answer is to start with a question.

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