Silver award for Purpose-led Campaign of the Year
Campaign: That's My Word
Agency/Firm: The Hero Collective
Janssen launched the “That’s My Word” campaign with the goal of drawing attention to the risks and symptoms related to multiple myeloma, a rare blood cancer that disproportionately affects Black communities. Research has shown that multiple myeloma is twice as common and twice as deadly for Black people as for white people, but Black people face a longer average wait time between diagnosis and treatment.
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Through the ongoing campaign, based on the expression “my word is my bond,” the company said it has collected more than 300,000 promises from industry stakeholders, healthcare providers, advocacy organizations and community members to follow through on their “word” and help improve health outcomes for Black patients with multiple myeloma.
“That’s My Word,” created by the Hero Collective, captured silver among suppliers, vendors and pharmaceutical companies for Purpose-Led Campaign of the Year.
With actor and stand-up comedian D.L. Hughley as lead spokesperson, the campaign features personal stories and conversations about the impact of multiple myeloma on Black families, using videos, paid and organic social media posts and partnerships with media outlets and trusted Black organizations. In the first few months of the campaign, Janssen reported “That’s My Word” content garnered 750 million media impressions.
The campaign also had a presence at community engagement events, such as health fairs, 5K events, football games and conferences sponsored by historically Black colleges and universities.