HopePrint
In 2023, the PR Play agency implemented the informational campaign ” HopePrint ” commissioned by Amgen Bulgaria. The goal was to raise awareness among the public about lung cancer, specifically focusing on genetic biomarker research to determine the best and correct treatment for patients.
Lung cancer is the leading cause of mortality among all malignant diseases in the country. According to recent data, over 4 200 new cases are diagnosed annually in Bulgaria, with over 2 700 deaths. The 5-year survival rate for patients affected by this type of cancer is nearly twice as low as that in Europe. Until recently, the National Health Insurance Fund did not cover the cost of biomarker research – a means to determine the exact genetic mutation, prescribe the correct treatment, and provide a greater chance of survival for Bulgarian patients. But starting from April 2024, patients will have the opportunity to examine some of their biomarkers, ensuring the best and most modern treatment, undoubtedly increasing their chances of survival.
To reach a maximum number of people, we used various communication channels and information carriers, highlighting the expert opinions of some of the best medical specialists in Bulgaria. However, the key to the campaign’s success was the patient stories that shows the human aspect and severity of the problem.