At Pfizer, we believe it's time to reframe the narrative around cancer. Inspired by real stories from people living with the disease, we've created a new chapter of the iconic Sherlock Holmes series that challenges the common perception of cancer.
In this new chapter in the Return of Sherlock Holmes book, Sherlock faces an unexpected challenge - a cancer diagnosis. Yet, true to form, he refuses to let his condition define his story. Immersing himself in a gripping case, Sherlock employs his legendary investigative skills, confronting his illness with the same brilliance that has always set him apart.
This new chapter, developed in collaboration with patients from around the world, emphasizes that cancer is just one part of a person's life story, not the whole narrative. It's a powerful reminder that, whether cancer appears at the beginning, middle, or end of someone's journey, it doesn't have to be the defining factor.
The Canadian Cancer Society estimates that one in two Canadians will be diagnosed with cancer in their lifetime and cases are on the rise year over year.
In 2024, it is estimated that 247,100 Canadians were told “you have cancer,” compared to the 239,100 new cancer cases in 2023.[1]
"Pfizer's 'Part of the Story' campaign is a welcome step in helping to reframe the narrative around cancer," said Michelle Colero, Executive Director of Bladder Cancer Canada. "With more and more Canadians being diagnosed with cancer, we need to recognize cancer as a chronic condition that many can live with for years. Showcasing people with cancer as just one part of their life story, not the whole story, is an important shift that will help the public better understand the complex realities faced by the growing number of Canadians living with and beyond this disease."
At Pfizer, we're deeply committed to supporting Canadians living with cancer and elevating their voices. "We believe it is crucial to ensure that all Canadians living with cancer feel seen, heard, and cared for," said Cynthia Di Lullo, Oncology Lead, Pfizer Canada. "That's why we are dedicated to bringing new innovative therapies to Canadians, so they can continue living their lives to the fullest."
Cancer remains one of the biggest health challenges of our time, but advancements in science and technology are unlocking the potential to extend and improve the lives of those diagnosed. Today, Canadians facing cancer are living longer than ever before, with a predicted 5-year net survival rate of 64% for all cancers combined, up from 55% in the early 1990s and 25% in the 1940s.[2]
We invite you to delve into Sherlock's new chapter and discover that, whether cancer is part of your story or someone else's, it doesn't have to define the entire narrative. Cancer can be just one chapter in a life full of experiences, relationships, and aspirations.
Cancer May Not be Your Whole Story
[1] Canadian Cancer Society. 6 key findings that reveal the impact of cancer in Canada in 2024. https://cancer.ca/en/about-us/stories/2024/6-key-findings-that-reveal-the-impact-of-cancer-in-canada-in-2024
[2] Canadian Cancer Society. (n.d.). Cancer statistics at a glance. https://cancer.ca/en/research/cancer-statistics/cancer-statistics-at-a-glance