Winner of a Silver Keystone Award from the Central PA Chapter of the Public Relations Society of America
The Emily Whitehead Foundation is a beacon of hope for families battling childhood diseases and all patients who can be treated with advanced therapies.
The Foundation was named for Emily Whitehead who, at five years old, was the first child with cancer to receive CAR T-cell therapy. CAR-T was Emily’s last chance for survival. Emily is now cancer-free, a thriving college student and considered cured.
At the heart of the Foundation’s mission is elevating patient voices to inspire researchers and developers in their life-saving work, and to increase awareness and access to advanced therapies. Leading up to its biennual signature Believe Ball fundraiser, the Foundation sought to amplify the stories of patient “Warriors” who would be celebrated at the special event.
The Foundation partnered with PRworks to elevate these inspiring stories and cultivate a larger audience on LinkedIn, a key platform for connecting with researchers, developers and healthcare professionals.
Insight: A Gap in Access
Only a fraction of patients who can benefit from advanced therapies receive them. This disparity highlights the need to increase awareness and understanding of these life-saving treatments. By sharing the personal journeys of “Warrior” patients, the Foundation and PRworks aimed to:
- Inspire: Motivate researchers and treatment developers in their pursuit of innovative therapies.
- Educate: Raise awareness about the potential of advanced therapies and the challenges patients face.
- Advocate: Encourage greater access to these life-saving treatments for all eligible patients.
Storytelling with Compassion
PRworks’ campaign compassionately brought the “Warrior” stories to life by:
1. Identifying and Interviewing: Patients and families willing to share their experiences were carefully selected, ensuring sensitivity and respect for their journeys. In-depth interviews were conducted, capturing the essence of their struggles, triumphs and hopes.
2. Crafting Compelling Narratives: Each story was meticulously crafted into engaging and informative content. The stories aimed to convey the raw emotion and unwavering strength of these families while highlighting the critical role of innovation and support to advance patient care.
3. Visual Storytelling: To enhance the impact of the stories, the stories were accompanied by visually appealing social media graphics that aligned with the Foundation’s Believe Ball branding.
4. Social Engagement: The patient stories were strategically published on the Foundation’s LinkedIn page throughout the campaign period.
Inspiring Results
The campaign exceeded expectations:
- Significant Follower Growth: The Foundation experienced a remarkable 25.2% increase in LinkedIn followers, surpassing the benchmark average monthly LinkedIn growth rate by a significant margin.
- Outperforming Competitors: During the campaign period, the Foundation achieved the second-highest follower growth rate among other organizations that share its space, including prominent organizations like The Leukemia & Lymphoma Society and Stand Up to Cancer.
- Increased Engagement: The campaign sparked significant engagement, with a 103.8% increase in content reactions, a 300% increase in comments and a 355.6% increase in reposts.
Beyond the Believe Ball
The success of this campaign paved the way for an ongoing strategy to amplify patient voices as part of the Foundation’s public relations efforts. By continuing to share these powerful stories, the Emily Whitehead Foundation in collaboration with PRworks continues to inspire, educate and advocate for a future where all patients have access to life-saving advanced therapies.
“Making sure that the stories of those affected by cancer and rare diseases are heard, far and wide, by innovators and decision-makers in the advanced therapies field is vital.”
– George Eastwood, Executive Director, Emily Whitehead Foundation
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