Rethink Breast Cancer

Making headlines for the first ever needs assessment report and quantitative survey of young women with breast cancer

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The Challenge:

Rethink Breast Cancer is a Canadian charity focused on raising awareness for and supporting young women (under age 40) with breast cancer. When the organization published its first needs assessment report (which was also Canada’s first quantitative survey of young women with breast cancer) identifying the unique challenges faced by these women, Felicity was chosen to help cement Rethink’s position as the authoritative expert on young women with breast cancer.

The Solution:

First, Felicity carefully selected the newsworthy results from the survey. The team worked with both Rethink and survivor spokespeople, whose stories brought the report results to life.Felicity ensured that media coverage included the campaign’s key messages, such as the organization’s resolve to address the identified gaps in health care, as well as a call for Canadians to support Rethink’s programs.

The Results:

The attention from media across Canada was purely positive, with 25 stories in outlets such as The Canadian Press, CBC and the Vancouver Sun earning nearly 16 million media impressions, 100 per cent of which contained our key messages.