Actress Miranda McKeon was recognized with stage three breast most cancers at simply 19 years of age.
McKeon, who starred in Netflix’s “Anne With An E,” courageously confronted quite a few most cancers remedies and had a double mastectomy, adopted by reconstructive surgical procedure.
“Having a double mastectomy doesn’t imply the tip of self-worth,” she advised Individuals Journal final October.
The actress stated she needed to get some “bodily autonomy” again and really feel good in her pores and skin once more.
Sientra and its public relations and digital advertising agency, EvolveMKD, requested McKeon to share her impactful story to media retailers like Individuals, as a part of the “Sientra Helps” marketing campaign throughout Breast Most cancers Consciousness Month final October.
Their group was a media relations marketing campaign winner in PR Each day’s Social Media & Digital Awards this previous June.
Right here’s what you may study from the marketing campaign:
Inform the identical story in several methods
The marketing campaign centered round storytelling, advocacy and empowerment. McKeon was already an advocate for breast reconstruction surgical procedure as a most cancers survivor, so the partnership was a pure match.
McKeon talked overtly about her private breast most cancers restoration expertise for Breast Most cancers Consciousness Month final yr to assist educate, join and resonate with different ladies dealing with related challenges.
Whether or not it was a media interview, sponsored weblog put up or Instagram put up, EvolveMKD helped prep McKeon, especiallywhen it got here to complying with FDA nomenclature round breast implants.
Megan Driscoll, CEO and founding father of EvolveMKD, stated that in media interviews, McKeon targeted on the aggressive therapy she underwent and the way she’s now thriving as a younger breast most cancers survivor.
On Instagram, McKeon targeted extra on sharing messages of non-public confidence after coping with breast most cancers.
“The story was authentically her personal. We got here in finessing a little bit bit”, Driscoll stated. “I feel how and when persons are consuming totally different sorts of knowledge is a little bit bit totally different. If you happen to’re studying this on Individuals and go to see her Instagram web page, you’re getting totally different angles of the identical story. It offers us a possibility to the touch folks in several methods.”
Encourage others
As a part of the marketing campaign, McKeon made a collection of posts on Instagram. She shared her experiences with discovering a surgeon and selecting a Sientra implant. These included in-feed posts with accompanying Instagram tales. She additionally wrote a sponsored weblog put up sharing extra particulars of her expertise together with her readers.
“I would like ladies to know that they’ve decisions when taking up the surgical procedure section of therapy. Discover a surgeon that you simply really love and genuinely wish to work with within the course of of teaching your self and assessing your choices. Don’t accept much less,” McKeon posted on her weblog. “I consider this made the most important distinction in how I view my physique immediately.”
Her social content material resulted in additional than 447,000 impressions, 1,200 marketing campaign clicks and 49,000 engagements.
“Breast implants play an enormous position in ladies’s well being, particularly ladies who’ve suffered from breast most cancers and needed to get double mastectomies,” Driscoll stated. “So, I used to be actually happy that we had been capable of inform a affected person story in a method that was very empowering.”
Go the additional step in your media relations
EvolveMKD launched the marketing campaign as a part of Breast Most cancers Consciousness Month and kicked off the partnership with McKeon at a media dinner final yr hosted in Los Angeles. McKeon and her surgeon, Dr. Anne Peled, shared their tales.
EvolveMKD created a media plan to draw print and on-line media retailers to debate the marketing campaign and Sientra’s work. They had been “very intentional” concerning the media retailers they selected, together with reaching out to leisure properties who can be intrigued by her movie star standing, in response to Driscoll.
Driscoll stated that EvolveMKD needed an off-the-cuff roundtable dialogue on the dinner to permit McKeon to share her story with media retailers and different influential attendees.
“If you get a gaggle of educated ladies in a snug setting it results in a terrific topic on ladies’s well being,” Driscoll stated. “For me and my group, that dinner was a terrific expertise. Individuals shared their very own private tales. Everybody walked away feeling like they’d an excellent expertise.”
The marketing campaign earned media placements in publications like Individuals, Us Journal and Hollywood Life for over 313 million mixed impressions.
Driscoll stated that it’s important to have big-picture considering for campaigns and discovering high-profile figures can assist share messaging uniquely and in a extra impactful method.
“There’s at all times a approach to make one thing enjoyable, empowering and really feel good. That’s one of many causes I really like working in healthcare,” Driscoll stated. “I feel it truly forces you to be artistic.”
Sherri Kolade is a author and convention producer at Ragan Communications. She enjoys watching outdated movies, studying and constructing an authentically curated life. Observe her on LinkedIn. Have a terrific PR/comms speaker in thoughts for one among Ragan’s occasions? Electronic mail her at sherrik@ragan.com.
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