Campanie
General Information:
Strategic approach:
| Strategic approach: |
In Romania, over 400 children are diagnosed with cancer every year. They are the ideal candidates for MedLife’s free genetic testing program that makes personalized therapy possible and gives newly diagnosed children hope for better treatment. Their parents or families are the ones responsible for enrolling them in treatment under the guidance of the medical professional assigned to their case. So it was crucial for MedLife that news about the free testing program would reach the parents and the medical professionals working with children with cancer. While navigating the painful challenges of having their children diagnosed with cancer, parents engage in their own research, mainly online, while also relying on a support system of relatives, friends, colleagues, neighbors, teachers, therapists and medical professionals. Helpful advice and information might reach them from any source within this support system, so it became clear that we had to reach a broad audience across the country in order to ensure word of mouth would reach the beneficiaries’ families. Cancer does not discriminate, so we had to reach patient support networks from all walks of life. Young parents from urban and rural areas, primary school teachers, oncologists, pediatrists, family doctors, therapists, online and offline parent communities – these are only some of the audience we had to reach through a single-minded message that could be easily passed on to potential beneficiaries. |
Execution:
| Images: |
|
| Video Link: |
