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Writing Excellence – General

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Make Blood Cancer Visible

by Edelman for Janssen EMEA

Summary of work

More than 900,000 people are diagnosed with blood cancer every year, yet it doesn’t have visibility. There are 140 types of blood cancers and their disparate nature creates a lack of awareness, resulting in severe gaps in healthcare delivery. So how do you make the invisible visible? In response to this challenge, the ‘Make Blood Cancer Visible’ campaign was born.

The campaign encouraged people to share their experiences with blood cancer, driving increased awareness and prioritisation. The centrepiece was a short, scripted film showing the emotional struggle of patients.

We wanted to launch our film on social media, so created a script that would cut through social media noise and be relatable for those living with blood cancers, prompting them to share the film. The struggles of patients inspired our writing. We took viewers inside the patients’ minds - making them aware of what people living with blood cancer go through every day.

The results? The video was viewed more than 600,000 times and translated into nine languages. Our Facebook patient community membership increased 46%, allowing patients to share support with one another. The overall campaign reached more than 44 million people, giving blood cancers visibility like never before.

Judges' comments

A creative use of patient stories with well-edited quotes, an engaging video with a great script. All the elements combined to produce a lovely, emotional campaign that had amazing impact.


Living with Squamous Cell Lung Cancer – A Guide for Patients - by Complete HealthVizion for Eli Lilly & Company

Make Blood Cancer Visible - by Edelman for Janssen EMEA

STPs - Early Areas of Action - by Incisive Health for 38 Degrees

Private Lives, Public Health: the Changing Shape of Contraception Services in England post-2013 - by Incisive Health for The Advisory Group on Contraception, supported by Bayer Plc

Category Sponsors

Dr Richard White, MP PhD, Oxford PharmaGenesis - Communiqué Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243