Excellence in Healthcare Collaboration and Partnerships

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Make Blood Cancer Visible Campaign

by Janssen UK

Summary of work

The Make Blood Cancer Visible Campaign was a collaborative, disease awareness campaign that saw Janssen partner with nine patient advocacy groups (PAGs), an internationally acclaimed British designer and individuals living with blood cancer, in order to raise public awareness of the condition during blood cancer awareness month. At the heart of the campaign was an innovative and interactive art installation that visually and emotively communicated the real-life stories of 104 people affected by blood cancer.

It is estimated that 104,000 people visited the installation from 4-30 September. In addition, our launch event was attended by 16 patient group representatives, 67 patients who were represented by the installation, their family members and friends and two journalists. A campaign online hub was also developed and to coincide with the launch, we released new data to the media on low UK awareness of blood cancer. This, together with a strong media relations programme, resulted in significant public engagement and message- rich coverage that ensured maximum exposure of blood cancer awareness messages across the UK. Coverage of the MBCV campaign increased by almost 500% from the previous year and the campaign was highly praised by patient groups, journalists and patients themselves.

Judges’ comments

Janssen UK’s Make Blood Cancer Visible campaign’s genuine partnership came through strongly in their entry. It was effective and impactful and did a good job in pulling together disparate cancer charities.