Title	MAKE BLOOD CANCER VISIBLE
Brand	JANSSEN
Product/Service	JANSSEN ONCOLOGY
Category	B13. Content Led Engagement & Marketing
Entrant	EDELMAN London, UNITED KINGDOM
Idea Creation	EDELMAN London, UNITED KINGDOM
PR	EDELMAN London, UNITED KINGDOM
Production	KODE MEDIA London, UNITED KINGDOM

Name	Company	Position
Bo Hellberg	Edelman	Executive Creative Director
Stuart Hallybone & James Woods	Edelman	Creative Directors
Lucie Hackman	Edelman	Producer
Rollo Hollins	Kode Media	Director
Jack Goodwin	Kode Media	Producer
Tim Sidell	Kode Media	Director of Photography
Maddy Hinton	Kode Media	Casting Director
Sally Cooper	Cut & Run	Editor
Toby Tomkins	Cheat	Colourist
Karl Mainzer	Encore	Dubbing Mixer
Jenni Luyk	Edelman	Client Lead - Account Director
Ashlea Reece	Edelman	Client Lead - Director

The Campaign

We decided to make the invisible visible. How? With a compelling, ‘scroll-stopping’ piece of visual storytelling: a unique, one-minute film, depicting the patient’s internal struggle as they live with blood cancer and designed to inspire patients, friends, families and carers to help bring the hidden impact of blood cancer to life. This was new for our client. Never before had they tried to capture patients’ experiences like this — so candidly, so powerfully, so creatively. Shot on black-and-white 16mm film, the video portrays a man boxing with a difference: like blood cancer itself, the opponent is completely invisible. Its emotional impact on more than half a million people, particularly blood cancer patients, has been profound. Through the power of visual story-telling, the innovative use of film as a universal language, and shooting on black and white to concentrate attention, we have helped Make Blood Cancer Visible.

Execution

The film launched via paid amplification on Facebook, the key channel for our target audiences, which ran for the first two weeks of Blood Cancer Awareness Month. Focusing on UK and Finland as key markets, we targeted Facebook users who are associated with blood cancer patient advocacy groups or other cancer-related charities. This audience was highly engaged in the topic — leading to a large number of video shares — and further sharing of related patient/personal comments and stories. To add scale, we created a toolkit for local markets across EMEA. The film was translated in five languages —Italian, Hungarian, Bulgarian, Hebrew and Serbian — and leveraged by 14 countries (our client’s affiliates), on their local websites and social media platforms, and further supported by bespoke awareness-raising activities. The film has also been shown at regional company events, helping generate support, advocacy and interest among vital internal stakeholders.

Reaction to the film has been overwhelmingly positive — from patients, medical and policy stakeholders and the public alike. Many were inspired to share their own stories about life with blood cancer, adding resonance, tangibility and impact to the film’s launch. Feedback from stakeholders: • “The video is beautiful and I am so glad it got the audience it deserved. I am moved by the nature of stories and the number of positive comments we have received.” • “I shed tears.” Comments on Facebook: • “But because it's invisible, people think you’re OK.” • “This forum is amazing, we are all there to help each other. Wish it was talked about a lot more.” • 1.77 million impressions • 885,819 reach • 538,878 views • 171 comments • 1,957 reactions • 838 shares • Six film translations • 16 pieces of local market coverage, reaching an estimated 44 million people

The Situation

This film was born of a genuine patient insight: blood cancer remains largely unnoticed by the public, leaving patients feeling alone, invisible and unsupported. A traditional advertising campaign couldn’t solve this problem. Instead, we needed to combine brilliant storytelling with an earned media mindset. We didn’t want to talk to or at blood cancer patients. We wanted to speak with them and provide them with a platform from which to share their own stories. Our film embodies compelling, creative and highly visual storytelling. But like all the best modern PR activations, it was social by design.

The Strategy

In line with our objectives, the primary audience for the film was people living with blood cancer — who are predominantly aged 45+. By collaborating with patients throughout the development of the film, we were able to add vital authenticity, credibility and power to our story. Our three-pronged, social-by-design strategy was rooted in insights gained during pre-campaign research: 1. Support networks are extremely important for blood cancer patients >>> so we sought to generate a profound impact on friends, family members, caregivers and healthcare professionals. 2. Internal stakeholders, patient advocacy groups and charity supporters are key to reaching blood cancer patients >>> so we launched paid amplification to proactively generate reach in the places these audiences spend time. 3. We needed a recognised launch pad to capture public attention >>> so we timed the film’s unveiling to coincide with Blood Cancer Awareness Month.