“EVEN THE ODDS” (Amgen, EMCAY)
Multiple Myeloma is the most common blood cancer among African Americans, representing 20% of new cases yet less than 5% within clinical trials. “Even the Odds” is a digitally driven, authentic campaign designed to instill a sense of hope with the African American community suffering from Multiple Myeloma and address outcome disparities. The campaign worked to create greater awareness among African Americans, healthcare providers, and community leaders. Insights from patient and physician research revealed key communication gaps and were leveraged to create a compelling rallying cry that motivated key stakeholders.
Anchored with website icaneventheodds.com, the campaign created an authentic voice for the African American market. Content across display, video, and other digital assets, included information about novel therapies, clinical trials, mindfulness meditation tips, and additional patient support.
In the first 45 days, “Even the Odds” reached over six million YouTube users and drove over 100,000 visitors to icaneventheodds.com.