Initial situation
Brief overview:
Year-round PR support | Highlight: World Blood Cancer Day | Austria-wide media presence | Record number of typings
Every year, around 300 people with leukemia in Austria are in need of a life-saving stem cell donation. However, no suitable donor can be found for around ten percent of them. With a typing rate of just 3.2%, Austria is well behind Germany (12.2%).
The non-profit organization “Geben für Leben – Leukämiehilfe Österreich” has set itself the goal of changing this. As a long-standing PR partner, we support the organization throughout the year – with a special focus on World Blood Cancer Day at the end of May, the most important occasion for maximum awareness.
The challenge
- Telling a medically complex topic in such an understandable way that it not only informs, but also touches.
- Motivating people to act in the long term - even if they are not personally affected.
- Remain visible in the dense media environment against other major health issues.
Strategy
We focused on a clear line of communication with three messages:
- Austria urgently needs more stem cell donors.
- Stem cell donations save lives.
- Typing is quick and easy.
To achieve maximum effect, we combined:
- Emotion & facts: Touching stories from patients and donors plus clear data and comparisons.
- Many voices: patients, donors ("lifesavers"), experts and representatives of "Geben für Leben" had their say in equal measure.
- Multichannel presence: TV, radio, print, online and social media were orchestrated to build reach and credibility in equal measure.
Implementation
- Sound information prepared for the media
- Interviews coordinated with patients, donors and experts and representatives of "Geben für Leben - Leukämiehilfe Österreich" - nationally and regionally
- Austria-wide press release for World Blood Cancer Day with a clear call to action: "Get typed - save lives"
- Cross-media coordination between TV, radio, print and online reporting
Result
Attention & reach
- 108 clippings in just 4 weeks
- 868,000 print reach + 33 million unique online clients
- Articles in ORF Zeit im Bild 1, Ö3 Nachrichten, Ö1 Journale, APA-Science, krone.at, derstandard.at, numerous daily newspapers and many more.
Brand & topic leadership
- In 98% of all coverage of World Blood Cancer Day 2024, "Give for Life" was mentioned as the first port of call
- Annual target of +25,000 typings already achieved in September - total of over 30,000 typings in 2024
Long-term effect
- Result: over 20 further reports in leading print and online media (Kronen Zeitung, Salzburger Nachrichten, Kleine Zeitung, Heute, NÖN, Bezirksblätter) in the following months
- ORF's own program "Am Puls" on the topic of stem cell donation with experts from "Geben für Leben - Leukämiehilfe Österreich"
- Numerous cooperation requests from companies and institutions for future typing campaigns
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Conversion rate
0%
Monthly new visitors
1000+
Returning customers
0x
Speedier load time
0%
Working with this agency was a fantastic experience. They understood our vision, refined our ideas with care, and crafted a standout product that truly represents our brand's identity and values.
Ready to rethink communication? Then send us an e-mail to office@martschin.com
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