Massachusetts General Hospital Cancer Center

Expertise: Healthcare, Nonprofit, Public Relations

Overview

For the seventh consecutive year, the Massachusetts General Hospital Cancer Center planned to recognize the one hundred, dynamic individuals and organizations from across the country contributing to the fight against cancer.  In previous years media relations efforts had focused primarily on the Boston-based annual gala during which honorees were saluted. We recognized the one hundred as an opportunity to expand awareness and promote the vital role the Mass General Cancer Center plays in the fight against cancer by providing world-class care and pioneering new treatments in Boston and beyond.

 

Our Work

Our communications support for the one hundred focused on pre-, day of and post-event publicity. In addition to showcasing honorees and the signature Cancer Center fundraiser, our media relations efforts included the Friends of the Mass General Cancer Center’s annual Spring Luncheon— as well as the Cancer Center’s Everyday Amazing campaign, which both fall under the one hundred umbrella.

We worked closely with the Cancer Center team to ensure messaging was tailored and refined for specific audiences and accurately reflected the vision behind the one hundred. Celebrity participants were provided with key talking points and background on the Cancer Center and the one hundred. Press materials highlighting celebrity participants were distributed to Boston and national print, broadcast and digital media outlets and one-on-one interviews were secured and pitches highlighting honorees from around the country, both individuals and organizations, and their efforts in the fight against cancer were targeted to “hometown” publications, both major dailies and weeklies to reach audiences outside the Boston market.

A social media plan – an important part of the overall awareness campaign –was designed to help MGH staff promote the one hundred, its honorees, sponsors and celebrity guests represented. Honorees, alumni and celebrity participants were encouraged to use their personal social media platforms (Twitter, Facebook, Instagram, etc.) to highlight information on the one hundred and the individuals and organizations it celebrates. A hashtag #theonehundred was offered to event attendees and media who tweeted in advance of, during and following the gala and sample tweets and Facebook posts were provided.

 

Results

Our team elevated the profile of the MGH Cancer Center and the one hundred event well beyond the city of Boston and generated awareness of the Cancer Center, its programs, initiatives, research, services and honorees among the broadest possible audience.

Coverage was secured in diverse outlets including PEOPLE Magazine, US Weekly, WGBH Radio (Boston’s NPR affiliate), the Boston Globe, the Boston Globe Magazine, FOX25 Morning News, WHDH-TV (NBC affiliate), Boston.com, the Boston Herald, WHDH-TV (NBC affiliate), WFXT-TV (Fox affiliate), WCVB-TV (ABC affiliate), WBZ-Radio (CBS affiliate), Getty Images, Gatehouse Media (a regional newspaper publishing group) and the Worcester Telegram & Gazette.  Stories focusing on honorees appeared in diverse media outlets in California, New York, Florida and Michigan.