Brief
Brief
Temporary or permanent infertility can occur as a result of some cancer treatments such as chemotherapy and radiotherapy. However, by safeguarding fertility before oncological treatment, the chances of becoming a parent can be increased. Unfortunately, few people in Poland have this knowledge or are not sufficiently informed about the consequences of oncological treatment and the possibilities of securing fertility. The Rak’n’Roll Foundation. Win Life! decided to change this. Our task was the PR communication of the Foundation’s campaign, which we created together with partners Heart&Brain, Lettly and PHD. The project involved challenges, such as addressing many taboo topics at once: cancer treatment, sex, fertility preservation, and the word ‘oncopetal’ didn’t even exist in the dictionary.
Solutions
We knew that the key to the success of the campaign ‘Sex after drugs? Luckily you can get pregnant’, in addition to planning educational activities, would be to get the public interested in it as widely as possible. As part of a special campaign, an educational van, reminiscent of the anti-abortion vans well known to residents, appeared on the streets of Warsaw. However, ours informed the public about the topic of oncoplasticity and the possibility of safeguarding fertility before starting oncological treatment.
In this way and by including information and education activities, we got key editorial staff interested in the topic. We also provided and positioned experts on the topic of oncopetal fertility and received patronage from well-known titles writing about health (Poradnik Medyczny and Hello Zdrowie). Well-known influencers and celebrities, such as Anna Dereszowska, Edyta and Cezary Pazurowie, Martyna Kaczmarek, Natalia Kusiak, Gimper or Kolega Ignacy, also joined the campaign.
Results
Results
Public relations activities resulted in publications in all key media and a multi-million pound media impact. We created a new word, ‘oncopeternity’, which has entered everyday language use. Thanks to our efforts, it has been entered into the PWN dictionary and the Grand Dictionary of the Polish Language. Most importantly for us, millions of unique users have learned about the possibilities of securing fertility before starting oncological treatment. In a month-on-month comparison, the number of hits on www.onkoplodnosc.pl increased fifteenfold. Currently, the Cancer’n’Roll Foundation. Win Life! is leading the conversation to bring about systemic change for fertility preservation. Oncologists and gynaecologists, patients, patient organisations and politicians are involved.
The campaign received a Silver Clip in the Public Sector and NGO category and a nomination in the Kreatura competition.
You can read more at: https://www.onkoplodnosc.pl