YES! Beat Liver Tumors
877-937-7478
YES http://www.beatlivertumors.org
Survivor Hotline: 1-877-937-7478 (US only);
info@beatlivertumors.org
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Last year, when we launched our campaign, "deLIVER Hope," to create awareness and share information about liver tumors worldwide, we had no idea what to expect. The campaign was designed to build knowledge of cancers of the liver and urge people to have regular screenings if they are at high risk of developing primary liver cancer and to know and share options with those who are affected by liver tumors.
The program kicked off at The Liver Symposium and continued with The Liver Seminar Series around the globe as well as "Speedways deLIVER Hope" and then morphed into the advertorial campaign mentioned above. Major components of the effort included the production and printing of numerous advertorials; a special informational campaign that traveled to ten different NASCAR events, a broadcast at a Texas Rangers game on FOX News, as well as print public service advertising; posters and flyers spread throughout various cities around the country.
Using Existing deLIVER Hope Promotions in 2011
While the 2010 campaign was successful, the 2011 organizers have decided to strengthen the initiative by capitalizing on these existing liver awareness promotions. To this end, we have dove-tailed the initiatives campaign with the ongoing programs.
Partnerships
Partnerships through The Liver Seminar played an important role in the success of the 2010 effort. As was the case last year, health systems (Wake Radiology Oncology, Roger Williams Medical Center, Carolinas Medical Center, Methodist Health System, Banner Good Samaritan Hospital, Providence Sacred Heart Medical Center, Ingalls Health System, George Washington University Hospital, and Miami Valley Hospital) helped to facilitate and deLIVER Hope to millions of Americans that may not have otherwise known about resources, information, and support surrounding liver tumors. Our partnersehip delivered:
Collaborations with hospitals, medical societies (Society of Interventional Radiology, Association of Radiological Nurses, Chemo 101), and
numerous advocacy organizations (CaringBridge, Survivor Celebration, Yoga for Cancer Survivors, Imerman Angels, Fight Colorectal
Cancer, Access to Medical Imaging Coalition, Voices of Survivors, etc.) .
:
Newspaper articles about physicians who treat cancers of the liver, including oncologists who treat with biologics and chemotherapeutic
agents, surgeons who provide surgical options, and interventional radiologists who treat with novel targeted treatments such as Selective
Internal Radiation Therapy, Transarterial ChemoEmbolization, Hepatic Arterial Infusion, and Radiofrequency Ablation among others.
Media alerts and press releases surrounding each event.
Inclusion in the health system’s Calendar of Events and many newsletters as well as Medical Trade Publication.
Public Service Advertorials
Relationships with the media were leveraged, using public service time and space to extend awareness for the campaign. Key public service announcement (PSA) events were:
CBS News PSA August - October, 2011
FOX 4 News recorded a 60-second PSA that ran during the Texas Rangers/Red Sox game
Feature article by Kathy LaTour in CURE Today
Feature article in Liver Health Today
Feature article in LiveSTRONG Quarterly
Print inclusion in the Liver Health Report of The Chicago Tribune
Feature health article by Karen Garloch in The Charlotte Observer
2010 All Star Baseball Program
2010 NASCAR Race for the Chase Program
2010 USA Today Fresh - Women's Health Edition
2011 USA Today Senior Health Edition
Peelback ad in Spokesman Review
Print inclusion in the Liver Health Report of the Los Angeles Times
Overall Results
The "deLIVER Hope" campaign reached over 40 million readers through various publications and media outlets. This turnout was due to the public information saturation campaign that received such strong support from the media. Outcomes appreciated from 2010 thru March, 2011 were:
4646 Survivor Line calls
671 FRIENDs matched
191 Total Insurance Approvals for patients that would have otherwise not received
2012 Survivor Bags distributed