Excellence in Media Relations – Healthcare

Sponsored by


Pathfinder 2016

by Target Ovarian Cancer

Summary of work

Target Ovarian Cancer’s Pathfinder is extensive research into the experiences of people living and working with ovarian cancer in the UK. Undertaken every three years, Pathfinder enables the charity, policymakers and those working with ovarian cancer to gauge progress and identify priorities for change.

The report was launched at an event in parliament, targeted at ministers, the Department of Health and other decision-makers, supported by media work to increase reach, influence and impact.

Despite various challenges, the three-phase media relations work achieved significantly over its objectives for reach, organisational mentions and placement of women with ovarian cancer (to increase awareness and reduce isolation). The involvement of women, MPs and health professionals ensured engagement in the strategy, and more influence in key decisions.

The report launched in November 2016, and in the short period since, two significant announcements have already been made by the Minister for Community Health and Care to benefit women with ovarian cancer, with further work planned throughout 2017.

Judges’ comments

Target Ovarian Cancer produced a campaign that had impressive results on a small budget. They significantly exceeded their media targets, carrying out solid work on devising a strategy and clear messages.