JT Develops and Executes a Story-Based Social Media Strategy for a Metastatic Breast Cancer Campaign


JT was proud to work with Gilda’s Club Chicago to create and produce “It’s About Time MBC,” a story-based digital and social media campaign focused on raising awareness about metastatic breast cancer.

Metastatic breast cancer affects up to a quarter of a million people in the U.S. every year, yet the disease is still largely misunderstood. Those with metastatic breast cancer face daily challenges, continued treatment regimens, anxiety and a whole host of emotions knowing they cannot be cured from their disease. But their stories remain hidden, or get lost, among the better-understood realm of early stage breast cancer.

To help raise awareness about the disease, we set out to build an online community that elevated the voices of individuals impacted by metastatic breast cancer. We conducted outreach to and partnered with 21 metastatic breast cancer bloggers. Each blogger wrote a post for the campaign website, sharing their personal stories about what time means to them. We also partnered with 25 additional local and national breast cancer advocacy organizations who used their social channels to share blogger stories and help raise awareness about the campaign.

Over the course of the campaign, JT provided strategic counsel, influencer outreach and coordination, digital ad strategy and placement, and social media and website content creation and management.

The It’s About Time campaign grew from 0 to nearly 19,000 Facebook followers in just five weeks and resulted in more than 5 million impressions in just six weeks. The campaign developed a very strong community that remains highly engaged to this day.

Visit It’s About Time MBC website.