The Challenge
MediaCast has partnered with the Australia and New Zealand
Sarcoma Association (ANZSA) for two years to deliver the annual Sarcoma
Awareness Month campaign.
Every year, we aim to achieve national coverage for the
campaign, as well as international coverage in New Zealand. We target all key
capital city audiences by targeting metro and major market publications,
television outlets and radio stations.
The annual campaign aims to increase public awareness
surrounding sarcoma and raise vital funds for ongoing research of sarcoma
treatment.
Our campaigns for Sarcoma Awareness Month aim to increase
awareness among the public of the need for funding for sarcoma research, and to
encourage Australians to donate to ANZSA to fund sarcoma research.
The Strategy
MediaCast developed a targeted awareness strategy for
Sarcoma Awareness Month, focused on defining sarcoma as a distinct cancer,
highlighting the lack of research funding, and reinforcing the need for
continued support.
The approach combined data-driven messaging with human
stories, leveraging ANZSA’s research and a mix of clinical experts and patient
case studies to create compelling, well-rounded narratives. Stories were
tailored to resonate across both Australian and New Zealand audiences, with a
focus on driving engagement with ANZSA’s new research platform and encouraging
participation in clinical trials.
The Execution
MediaCast developed campaign assets including a media
release, Audio News Release (ANR) and targeted pitches, distributing them
across national and metro media in Australia and New Zealand.
We coordinated a range of spokespeople, including clinical
experts and patient case studies, pitching live interview opportunities
alongside the ANR to secure coverage across radio, television, print and
digital outlets. Case studies were also targeted to local media to drive
additional, location-specific coverage.
The Outcome
The campaign delivered strong, widespread visibility across
Australia and New Zealand, successfully bringing sarcoma into mainstream
conversation during the awareness month.
By combining clinical expertise with real patient stories,
MediaCast was able to highlight the urgent gap in funding and the importance of
clinical trials, helping to educate both the public and industry audiences on
the realities of sarcoma and its treatment.