AT A GLANCE
Timing // October 2023 – November 2023
Scope // All Four campaign
Targets // National consumer media and medical trade
Media Items // 161 items of coverage
Audience Impressions // 28.1 million
Highlights // 9Honey, 9News Online, Illawarra Mercury, Hospital + Healthcare, 7 News – National
THE OBJECTIVES
MediaCast worked with the GI Cancer Institute to deliver a national PR campaign during Pancreatic Cancer Awareness Month 2023. Our three key objectives were to raise awareness of the prevalence of GI cancers, highlight the importance of funding, as well as advocate for funding to bring the PemOla clinical trial to Australia.
Our strategy was to use personal stories and clinical data to highlight the importance of continued funding to support clinical trials to improve survival rates.
A key objective of the campaign was to encourage donors to assist in raising funds to back a clinical trial of ‘PemOla’ in Australia.
THE CAMPAIGN
MediaCast utilised research from the Australian Institute of Health and Welfare as well as data from GI Cancer Institute regarding the current survival rates of Australians with pancreatic cancer, highlighting the disease’s projection to be the second most common cause of cancer death by 2030. Our research strategy also highlighted data and success signs witnessed by oncologists in relation to the trial.
We used an Audio News Release (ANR) and Video News Release (VNR) to extend the coverage of the campaign without leaning too heavily on our case studies as the nature of their personal stories was highly sensitive and emotional.
As well as being pitched into media, the VNR was used as supporting material for a funding application by GI Cancer Institute which they were successful in securing.
Alongside our experts and to bring humanisation and empathy, we highlighted the stories of pancreatic cancer patients, including a surviving patient, and the wife of a patient who sadly passed away, who used their lived experiences to advocate for clinical trials.
THE RESULTS
For the Pancreatic Cancer Awareness Month 2023 campaign, MediaCast secured coverage across 108 radio items, 34 television pieces, 13 print and digital articles and six social media echoes.
We secured top tier consumer media, medical trade and senior focused publications – reaching various demographics.
Through powerful storytelling and real-life narratives, MediaCast was able to both inform and evoke genuine understanding and compassion for those affected by pancreatic cancer, fostering a collective commitment to improving lives and driving positive change.
