EVEN THE ODDS

In the next 10 years, it’s estimated that one in every four myeloma patients will be Black. “Even the Odds” was designed to empower African American multiple myeloma patients with 3 communication imperatives:

• Acknowledge treatment disparities
• Highlight the presence of modern therapies
• Motivate self-advocacy

Urgency for this unbranded campaign is focused on the fact that multiple myeloma is twice as common—and twice as deadly—in African Americans than in White Americans. And even though myeloma treatment has advanced significantly in recent years, survival rates for African American myeloma patients have not kept pace with survival rates of other myeloma patient populations. 

In an effort to bring relevancy to the mental health realities of these patients, we introduced the notion of mindfulness mediation in the form of a downloadable pdf. By communicating that meditation is simply another form of prayer, we connected to the role of faith in the value system of these patients. We also addressed some of the myths surrounding clinical trials to educate and help encourage greater enrollment. The operating principle of the site was simple and definitive: Learning about the latest treatments is an important way Black patients can even the odds.

PM 360 Best Multicultural Award: GOLD
DTC National Award Best Multicultural Award: GOLD

We designed this program from the ground up, starting with the logo. It consists of a collection of facets, in colors found in the African American culture, which communicates the disparate parts of this community are uniting in the noble cause to help those in need. The facets also have a resemblance to stained glass windows that pull in the importance of faith and spirituality in this group.

Click above to view the main driver to the website:

Here is one of the emails in the program. They are based on people and places in the past that rose above adversity in the African American community and Evened the Odds.

Animated banners were also used to drive to the website.

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