“Without biomarker testing, I wouldn’t be here talking to you today.”
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Bring Stories To Life
The highest elevation of storytelling, in my humble opinion, is when it gets the audience on a deeply personal and emotional level. When content is done right, it will accomplish great results.
The No One Missed campaign I worked on at JPA Health set out to reach underserved demographics in the lung cancer community, such as Hispanics and African-Americans, who were lagging in the uptake of biomarker testing in their lung cancer journey. I connected with the patients myself, as a parent and a fellow human being. I am sure you will too. Below are examples of our tactics used as part of the strategy.
“They want to see cancer survivors, they want to look cancer survivors in the eye and know that there's hope.”
“There are so many new treatments available, it's not a death sentence any more.”
“To be able to see life so clear, I am forever grateful for that.”
Public Service Announcement Series
More than 235,000 Americans are diagnosed with lung cancer each year, but only a fraction of those received comprehensive biomarker testing to help them receive the best possible treatment. This disparity is especially marked among seniors, African Americans, Hispanic Americans and people with lower socioeconomic status.
The TV and radio spots in English and Spanish (40 variations in total) were produced to blanket the country, with emphasis on markets of significant targeted populations. This was a high-profile part of the whole campaign.
Radio spot 1: 60 seconds English
No One Missed PSA radio 60s English
1:00
Radio spot 1: 60 seconds Spanish
No One Missed PSA radio 60s Spanish
0:59
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50M
total impressions
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1000+
national/local media hits
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700K
website visits
Blog: how we told the stories of people living with lung cancer
When you sit down with the talent behind your camera for a meal, you really get to know each other. You start talking about the “little” things in life—that’s when you know you are making friends. ...
... I couldn’t help but relate to her as a parent. I could not imagine how I would feel if I had to break that kind of news to my children, with looming terror that I might not see them grow up.
Why I wrote the blog
I felt so connected with the couple when we filmed them. Juanita's husband and I shared a lot of professional interests and we both converted from iPhone to Samsung Galaxy. Juanita felt so full of life and relatable, as a parent. I couldn't help sharing my experience on jpa.com.
From Hope Summit to Hope Gala
Every year, the LUNGevity Foundation brings hundreds of lung cancer survivors, newly diagnosed patients and their caregivers to a conference, the Hope Summit, and fills everybody with community, support, and most importantly hope. We were tasked to make the most out of this gathering for content that can be used for the annual fundraising event, the Hope Gala. We came up with three ideas and the client loved them all. In the end, we produced this video we'd like to call "A Symphony of Hope."
