think about the link®: campaign...

Think About the Link®:

Campaign Overview

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A prevention and education campaign of the Prevent Cancer Foundation

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Think About the Link®

Objectives

HPV, hep B, hep C

Goals include raising awareness:

Of the link between these viruses and specific types of cancer

Certain cancers are preventable in many cases through vaccination

and/or treatment

Of the effectiveness of HPV and hep B vaccine series

Of the availability of hep B and hep C treatments

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Key Messages

There is a link between certain viruses and cancer.

Vaccination and/or treatment can prevent cancer.

Make an appointment now to talk to your – or your child’s –

physician.

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Campaign Advisory Council

Stanley Block, MD

Institution of Kentucky Pediatric and

Adolescent Research

Elmer E. Huerta, MD, MPH

Washington Cancer Institute

MedStar Washington Hospital Center

Larry Maxwell, MD, FACOG

Inova Fairfax Hospital

Lopa Mishra, MD

George Washington University

Lewis Roberts, MB ChB, PhD

Mayo Clinic

Kathleen Schmeler, MD

UT MD Anderson Cancer Center

Erich M. Sturgis, MD, MPH

UT MD Anderson Cancer Center

(campaign spokesperson)

Gyongyi Szabo, MD

University of Massachusetts

Medical School

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Campaign Components

Educating Lawmakers: Congressional Briefings

Generating Buzz: National Media Launch and Social Media Outreach

Engaging the Community: Elevating the Dialogue in Priority Local Markets

Informing Press: National and Local Market Media Outreach

Provider and Patient Engagement: Advertisements and Direct Mail

Provider and Patient Education: Online Webinars

Consumer Engagement: ThinkAboutTheLink.org, Educational Materials

Campaign Components:

Congressional Briefing

80+ attendees representing 18

Members of Congress, as well as

medical institutions, patient

advocates, health care providers,

nonprofit associations, media and

the general public

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Introduced campaign to Members of Congress/Hill staffers and educate key

stakeholders about the link between HPV, hep B, hep C and cancer

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Community Outreach

Day 1: Viruses and Cancer Summit

Six local partners hosted summit for 100+ physicians, nurse practitioners,

patients and advocates about HPV, hep B and hep C

Attendees solved real-life case studies to foster greater collaboration

Enduring materials

Print directory of attendees (Houston Health Department)

Summit white paper

Day 1: Screenings (75+ screenings)

Low-cost pap smear at HOPE Clinic targeting Asians and Hispanics

Third ward hep B and C screenings targeting African-Americans

Faith-based health fair offering hep B and C screenings and hep B vaccines

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Community Outreach:

Houston, TX

Think About the Link® between Viruses and Cancer

Summit and Screenings

Community Outreach:

San Francisco, CA

60+ attendees at press briefing on the steps of City Hall to call attention to hep B and hep C and the

needs of patients and at-risk populations

Speakers included Dr. Tung Nguyen, Chair of the President’s Advisory Commission on

Asian-Americans and Pacific-Islanders

City Hall illuminated in the colors of hep B and C in recognition of World Hepatitis Testing Day

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Think About the Link® City Hall Illumination:

Shining A Light on the Link Between Viral Hepatitis and

Liver Cancer (World Hepatitis Testing Day)

Community Outreach:

Philadelphia, NY

May 19th (National Hepatitis Testing Day)

50+ attendees at press briefing at City Hall to urge Philadelphia City Council and

city-managed health centers to test high-risk patients for hep B and hep C

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Community Outreach:

Harlem, New York

Hep C Academy

Nearly 80 patients and at-risk individuals

learned about hep C, liver cancer and latest

in treatment options and advocacy

efforts in NYC

Free outdoor community health fair

70 hep C screenings

1 individual tested positive for hep C

5 hep B screenings, 57 blood pressure,

cholesterol and glucose tests

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Day of Action: Think About the Link® –

Understanding the link Between Hep C

and Liver Cancer

Community Outreach:

Queens, New York

More than 400+ Asian attendees

Q&A lasted more than 25 minutes for

each segment – group engaged and

prefer deeper level of information

Local medical experts

Free hep B, hep C, blood pressure

screenings, annual physicals and

more

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Viruses and Cancer Community Health Fair:

HPV, hep B, hep C

Community Outreach: Queens, New York

Significant increase of the % of people who obtained

the knowledge of viruses and cancer

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Hep-B vaccine canprevent liver

cancer

Most commonHepB transmission

for Asians ismother-to-child

Hep-C is treatable The most commonsexually

transmitted virus isHPV

Most effective wayto prevent cervicalcancer is vaccine

The most commontransmission ofHPV is sexual

conduct

All teenagers needto get HPV vaccine

Before

After

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Media Outreach

130+ media hits

Local, special interest, national, health and cancer trade publications

100% inclusion of campaign messaging

Print: 7.6+ million media impressions

Broadcast/Circulation: 52+ million unique views per month

Social Media Activity

85+ Facebook campaign posts, 56K impressions and 980+ new

“likes”

180+ campaign tweets, 112K impressions and 950+ new

followers

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Webinars

Viral Hepatitis and Liver Cancer (December 2015)

Hosted in partnership with Hepatitis B Foundation

70+ attendees, including representation from Africa

HPV and Cancer: Opportunities to Increase

Vaccine Compliance in the U.S. (August 2016)

105+ attendees across the U.S.

Featured Dr. Stanley Block (private practice pediatrician),

Anna C. Dragsbaek (The Immunization Partnership) and

Lois Ramondetta (MD Anderson Cancer Institute)

Over 95% satisfaction from attendees

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Looking Ahead:

2017 Campaign Efforts

Public Service Announcement

Raising awareness of the link between HPV, hep B, hep C and cancer

To be distributed to television and radio stations across the U.S.

Satellite Media Tour

Promote link between viruses and cancer, PSA and campaign messaging

Targeted media outreach, community events, webinars and culturally sensitive

advertising to reach African-American, Asian, and Hispanic/Latino consumers

Build relationships with pharmacy, nursing and primary care organizations to

foster enhanced doctor/patient communication around viruses and cancer

Advocates: Build advocacy database in key target states

think about the link®: campaign...

Documents