Healthcare Case Studies

Roche: Inspiring public action to combat bladder cancer

Madano services: Disease awareness campaign, social media strategy and execution, internal communications, digital services, creative design


Globally, awareness of bladder cancer and its signs and symptoms is low. Consequently, many individuals are diagnosed late and survival rates are poor. To combat this challenge, Roche launched WeCare, a bladder cancer awareness campaign, during Bladder Cancer Awareness Month.


First, we identified key influencers and invited them to attend a roundtable to agree campaign goals. In parallel, we engaged with Dave, who shared his story of diagnosis and life with bladder cancer, and acted as the ‘face’ of WeCare. We also created a vibrant design, which was incorporated into the WeCare website, YouTube videos, a game and a social media campaign.


The estimated reach of WeCare was 24 million impressions globally, via Google, Facebook, LinkedIn, YouTube, in-app banners and programmatic marketing. Dave’s story video has more than 330,000 views and is in the top five most-viewed Roche videos. Key patient group relationships were identified, built and cemented, and the World Bladder Cancer Patient Coalition was born out of the initial roundtable.