A STORY THAT LAUNCHED A NATIONAL DISCUSSION: WE WERE PREPARED
When Academy Award-winning actress Angelina Jolie wrote an op-ed in The New York Times in May 2013 about her double mastectomy, her story launched a national discussion about how genetics and family history influence breast cancer risk.
In her op-ed, Jolie explained that by having a double mastectomy, she significantly reduced her risk of breast cancer, and she encouraged women to be tested for a BRCA1 or BRCA2 gene mutation.
Not every woman needs testing though, and surgery is not always the right choice even when a woman does test positive. The NSGC needed help clarifying this message and demonstrating their value as genetic counselors around the country braced for an increase in women requesting genetic testing.
PCI maneuvered its client, the NSGCs, into the global conversation about a celebrity’s treatment choices regarding a genetic health condition.
47 National media hets
25% Increase in website traffic
77M+ Audience Impressions
PCI worked with the NSGC on a media campaign to position its experts on the role of genetic testing in specific conditions, such as cancer, birth defects and genetic disorders.
One of those experts, a veteran genetic counselor, had a compelling story that gave personal weight to her expertise.
After deciding to undergo genetic testing herself, she’d been caught off guard to learn that she had a genetic mutation that put her at risk for breast and ovarian cancer.
She and another NSGC member, an expert in cancer genetics, talked about how people who suddenly learn they may be at risk for a serious illness can benefit from meeting with a genetic counselor. We coordinated a New York City desk side media tour for the two experts, securing interviews and coverage with Vogue, Self, Reader’s Digest, The New York Times and Good Housekeeping
We used a similar approach for MATTER members TapCloud and SafeStart, sharing their origin stories. Our approach won interviews with WGN Radio as well as numerous healthcare and technology trade publications.
60% Media coverage included nsgc.org link
55M+ Audience reached
6 Deskside interviews with national media: Buzzfeed, Health, Prevention, Reader’s Digest, SELF, VOGUE
2 Satellite media tour interview requests from The New York Times and Good Housekeeping