The Multiple Myeloma March

The Situation

Every year Myeloma Canada holds a national awareness and fundraising event: the Multiple Myeloma March. The event aims to raise awareness about multiple myeloma, an incurable and relatively unknown cancer of the plasma cells, and to raise funds to advance research.

Funds raised at the Marches facilitate access to clinical trials and better treatment options for patients through the Myeloma Canada Research Network (MCRN), a patient-created organization affiliated with Myeloma Canada that provides access to clinical trials and treatments that are currently not reimbursed by any public health plan.

The Challenge

Although the disease’s prevalence is increasing at an unprecedented rate, generating interest in myeloma and the March remains a challenge.
Myeloma Canada’s goal was to:
  • Clearly differentiate myeloma from other blood cancers; and
  • Place emphasis on the need for better access to new treatments and clinical trials research.

The Solution

When Pickering Communications was given the mandate for a fourth year to conduct media relations for the March, we knew that it was imperative to align our campaign strategy to the organization’s vision to be the “voice of the myeloma community”. We did so by:

  • Crafting a message clearly defining myeloma as a cancer affecting the plasma cells in the bone marrow.
  • Ensuring the voice of the myeloma community was heard. We provided firsthand testimonials on the debilitating impact of myeloma and included quotes from myeloma specialists (researchers and physicians).

The Outcome

115

media hits nationwide.

The campaign exceeded the previous year’s media hits by more than 150%.

81%

of media coverage quoted a patient or caregiver.

The positive coverage was largely due to the compelling testimonials used in the stories.

75%

of coverage used the main key message.

Myeloma was identified as a cancer of the plasma cells and was clearly distinguished from other blood-related diseases.

90%

of coverage included key messages regarding research.

100,000+

Twitter and Facebook users were reached.