Inspiring public action to combat bladder cancer

Inspiring public action to combat bladder cancer

Roche: Inspiring public action to combat bladder cancer

Madano services:

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

Challenge

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.

Approach

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.

Impact

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.

Educating and exciting internal stakeholders ahead of an important product launch

Educating and exciting internal stakeholders ahead of an important product launch

Roche: Engaging and revitalising the internal team to transform Alzheimer’s disease

Madano services:

Event planning, corporate communications, engagement strategy, creative development, digital, creative implementation, employee engagement

Challenge

Roche has been committed to Alzheimer’s disease (AD) research for many years and has an extensive clinical and diagnostic pipeline. Following a period of uncertainty and team changes, there was a need to re-engage the AD team, build confidence in the programme and strengthen collaboration between global and affiliate teams.

Approach

We were originally tasked with delivering a face-to-face meeting to inject positive energy into the internal community. Due to COVID-19, this plan was pivoted into a virtual meeting with participants from 15 time zones. Additionally, we launched a completely rebranded 60-page internal platform with a video pledge wall and shared complementary branded materials with each team member around the world.

Impact

Over 80 people attended the virtual two-day event, with 16 presentations, five videos, three external clinicians in attendance, three emailers and a team-building virtual scavenger hunt. A post-meeting survey revealed that all respondents felt the meeting was well organised and had met their expectations in terms of content.

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