LIVESTRONG Global Cancer Summit, Dublin
Brief:
Having successfully raised the profile of cancer in the U.S., the Lance Armstrong Foundation set its sights on addressing the global cancer burden with the launch of the Global Awareness campaign with two overarching goals:
- Raise Awareness of the global cancer burden and make the case for the urgency of addressing the issue, including targeting governments, NGOs, corporations, social entrepreneurs and international organisations
- Reduce Stigma: to fight the stigma associated with cancer in key geographic regions
As the landmark launch event of the global campaign, the objective of the Dublin LIVESTRONG Global Cancer Summit was aimed to highlight the global cancer burden and the need for an urgent response; and to build a global movement to influence action in the fight against cancer.
Solution:
Working as an integrated team with colleagues in Ogilvy PR in Washington DC and the Foundation’s leadership, WHPR developed strategic and operational plans for the Summit. The strategy aligned international, and especially US domestic, media priorities while also creating coverage that reached Irish stakeholders and Summit delegates in Dublin.
Early engagement managed by WHPR ensured that the Irish Government and especially Minister for Health, Mary Harney TD were early supporters during the preparation of the Summit and active participants in the Summit itself. In-kind support included an official welcome reception for the 400 delegates and VIPs at the State Apartments at Dublin Castle, with attendees including the American Ambassador to Ireland Mr. Dan Rooney.
Our role also included mobilising grassroots support including the recruitment of volunteers for the Summit. Over a three week period, WHPR deployed media relations activity in print and digital media that won national press coverage, placement on key websites, and many re-tweets by followers of #livestrong on Twitter. Thanks to this work, the Summit’s success was underpinned by the efforts of more than 250 skilled volunteers from all over Ireland and the U.K.
Among the many commitments in the fight against cancer, Minister Harney announced at the Summit that existing policy would be advanced by further controls on sunbeds in Ireland, in line with evidence of their connection with an increased risk of skin cancer.
On the final day of the Summit, the Global Cancer Summit also benefitted from the enormous media attention to Lance’s impromptu Twitter invite that resulted in more than 1,000 cyclists joining him in Phoenix Park.
