The Challenge
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 Strategy
MediaCast developed a sensitive, data-led strategy to raise awareness of pancreatic cancer, combining national statistics with expert insight to highlight the severity of the disease and the urgent need for research and clinical trials. Given the emotional nature of the topic, the approach balanced factual storytelling with carefully selected human experiences to drive empathy while maintaining respect for those affected.
The Execution
MediaCast leveraged data from Australian Institute of Health and Welfare and the GI Cancer Institute to develop media materials, including an Audio News Release (ANR) and Video News Release (VNR), to support broad media distribution. We coordinated expert commentary alongside a small number of carefully selected case studies, including a survivor and a family member, ensuring stories were handled with sensitivity. The VNR was also repurposed beyond media, supporting a successful funding application by the GI Cancer Institute.
The Outcome
The campaign achieved strong multi-channel visibility, reaching audiences across broadcast, print and digital media, including consumer, medical trade and senior-focused publications.
Through a combination of expert insight and personal stories, the campaign successfully raised awareness of pancreatic cancer’s impact while fostering empathy and understanding, helping to strengthen public recognition of the importance of clinical trials and ongoing research.