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Cancer Education Campaign

Overview

A health education program targeting women 55+ about the risks and myths surrounding breast cancer and age.

Region North America
Practices Reputation Management and Corporate Communications

THE CHALLENGE

A global pharmaceutical company asked MSL for a non traditional campaign which could help deliver wellness education and ignite action in women around breast cancer. The challenge is to develop a health education program targeting women 55+ about the risks and myths surrounding breast cancer and age.

THE SOLUTION

  • Established a consumer Web site to centralize campaign.
  • Leveraged celebrity cancer survivors to discuss personal stories and educate other women via media relations.
  • Provided easy mechanism for women to engage in conversation and storytelling.

 

THE RESULT

  • More than 89 million impressions with placements in top outlets such as CBS Early Show and USA Today.
  • Key message penetration of 99%.

 

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