Finalist
A Path to Cure: Shining a Light on MRD in Multiple Myeloma
Summary of work
Given the great strides that have been made in cancer treatment, the current gold standard measure of evaluating whether cancer treatments provide clinical benefit, overall survival (OS), can be out of date. The concept of minimal residual disease (MRD), however, has the potential to completely change how we think about success in cancer treatment – and what a cancer diagnosis means for patients. This is particularly pertinent in multiple myeloma, a currently incurable blood cancer which 48,000 people in Europe were diagnosed with last year alone.
A lack of consensus on the clinical application of MRD testing is resulting in confusion and the concept and science of it is not widely understood across the broader cancer community.
To address this, we convened the key voices in the debate to shed light on MRD; helping them unlock what MRD means by co-creating a compulsive viewing documentary. This was supported by a targeted social media amplification strategy, which introduced others to the concept, with ongoing online amplification via these healthcare experts.
“Thank you for the initiative and sharing the video. This is very important to a broader audience who is yet unfamiliar with the concepts of MRD.” – Best regards, Dr Bruno Paiva.
Judges’ comments
The judges felt that A Path to Cure was a good quality documentary and associated outreach programme which integrated innovative features to enhance sharing.
