Ovarian Cancer Research Foundation

Challenge

Truth was engaged by the Ovarian Cancer Research Foundation (OCRF) in April 2020 to develop an integrated public relations strategy for the launch of their landmark State of the Nation in Ovarian Cancer: Research Audit report (the Report).

The Report provides a roadmap for saving tens of thousands of women’s lives and is the first ever national audit focused on ovarian cancer research, incorporating views from clinicians and researchers across Australia, the United States of America and the United Kingdom.

The OCRF is the second largest funder of ovarian cancer research in Australia, behind the Federal Government. It provides 49 per cent of the funding towards early detection research in Australia.

Solution

Truth developed a comprehensive and integrated PR strategy, which hinged on a detailed media plan and public launch.

Originally planned at Stage 2 COVID-19 restriction levels when a physical launch would have been possible, the Stage 4 restrictions imposed in Victoria meant nimbly revising the launch approach. The project pivoted to a digital focus, including OCRF’s first-ever Facebook Live stream event.

The aim of the media relations component was to amplify the State of the Nation messages, raising public awareness of ovarian cancer and the importance of research and early detection, and the crucial role of the OCRF as the nation’s second-biggest funder of ovarian cancer research.

The comprehensive, detailed and flexible media plan ensured coverage ahead of the launch, rolling coverage over the news-cycle on the launch day and placements in trade press post-launch.

Key aspects included:

• A detailed narrative and tailored key messages
• 11-minute video news release for news outlets to compile their own reportage
• A suite of infographics, highlighting key findings from the report
• 8 x animated supers
• A suite of case studies of women living with ovarian cancer
• A suite of ovarian cancer researcher interviews with project summaries
• Media kits tailored for metropolitan and regional audiences

The event was hosted on the OCRF Facebook page by OCRF Ambassador and journalist, Justin Smith. A key component of the live stream strategy was gaining the support of OCRF partners and sponsors, such as Witchery, who boast a Facebook following of 300,000.

Justin Smith was joined by OCRF CEO, Lucinda Nolan, RMIT University ovarian cancer researcher, Prof. Magdalena Plebanski and ovarian cancer advocate, Kel Pittman. A special message of support was also delivered by coach of the Australian Men’s Cricket team, Justin Langer, whose mother and grandmother died of ovarian cancer. The event ended with a live Q&A, where audience questions were answered in real-time, as they rolled through the comments section.