HopePrint
In 2023, PR Play agency implemented the informational campaign “HopePrint” commissioned by Amgen Bulgaria. The campaign aimed to raise public awareness about lung cancer, specifically focusing on the examination of genetic biomarkers to determine the best and correct treatment for patients.
Lung cancer is the leading cause of mortality among all malignant diseases in our country. According to recent data, over 4,200 new cases are diagnosed each year in Bulgaria, with an annual death toll exceeding 2,700. The 5-year survival rate for patients affected by this type of carcinoma is almost twice as low as in Europe. Until recently, the National Health Insurance Fund did not cover the cost of biomarker testing – a method that can identify the exact genetic mutation, determine the right treatment, and provide a greater chance of survival for Bulgarian patients. Following negotiations between the Bulgarian Medical Union and the National Health Insurance Fund, patients will now have the opportunity to examine some of their biomarkers, ensuring them the best and most modern treatment, undoubtedly increasing their chances of survival.
To reach the maximum number of people, we utilized various communication channels and information carriers. We highlighted the expert opinions of some of the best medical specialists in Bulgaria. However, the key to the campaign’s success lay in patient stories, which touch upon the humanity and severity of the issue.