Client Case Study

#ItsAboutTimeMBC

Public Affairs, Digital

THE CHALLENGE

Metastatic breast cancer – cancer that travels from the breast and spreads to other parts of the body – is treatable, but not curable. It affects up to a quarter of a million people in the U.S. every year. Despite its prevalence, the disease is still largely misunderstood. A national survey revealed that 60 percent of respondents said they knew little to nothing about metastatic breast cancer and 72 percent believed that breast cancer in the advanced stages is curable if diagnosed early.

THE APPROACH

Working with Gilda’s Club Chicago, an organization that works to ensure all people impacted by cancer are empowered by knowledge, strengthened by action and sustained by community, JT set out to build an online community that elevated the voices of individuals impacted by metastatic breast cancer.   We developed a strategy for and executed a national six-week story-based digital campaign, focusing on the notion of time for these patients to help raise awareness about metastatic breast cancer.   The campaign launched September 21, 2015 and culminated with a Twitter chat on November 1, 2015 – the end of daylights saving, when we gained an extra hour of time.

THE RESULTS

  • Over 5 million impressions across all channels
  • Organic reach of 1,499,593
  • Gained nearly 19,000 Facebook followers in just six weeks
  • 25,909 website visitors
  • 21 metastatic breast cancer stories published

The 2016 iteration of the It’s About Time campaign saw a 200 percent increase in social media engagement, and generated three times as many patient stories as the 2015 campaign. Our work on this important issue has extended into 2017.

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