Spot Her: Helping Women Recognize Signs of Endometrial Cancer
Media Relations Strategy, Multicultural Marketing, Media Pitch, Media List, Media Monitoring
Objective: To help end the silence around EC, Eisai Inc. partnered with SHARE Cancer Support, Facing Our Risk of Cancer Empowered (FORCE), and Black Health Matters to launch the Spot Her initiative aiming to raise awareness of how to “spot the signs” and risk factors of endometrial cancer (EC) to drive earlier diagnosis and provide resources to educate and empower people of all ages and ethnicities to help normalize discussions surrounding reproductive health.
Strategy: To reach such a culturally and generationally diverse group of people, a multi-channel multimedia approach was taken. I developed the media relations strategy and executed the national media outreach efforts for the program, which included engaging national spokespeople to help educate about EC and drive media coverage, including actor, director, and activist Meagan Good and Ginger Gardner, M.D., Chair of the Foundation for Women's Cancer, and Vice Chair of Hospital Operations, Department of Surgery at Memorial Sloan Kettering Cancer Center in New York.
Results: The Spot Her campaign garnered tremendous reach and awareness across multiple platforms and forums. Successes included more than 577 million media impressions, 66 articles and broadcast placements across national and local outlets, including outlets that specifically reach the Black community, such as BET, Essence, Madame Noire, and Ebony.
