Generating Greater Visibility Among Key Audiences

The Melanoma Research Foundation (MRF) is the largest independent, national organization in the United States devoted to melanoma, the most serious form of skin cancer.  As the agency of record for MRF, JPA works to broaden awareness and reach of the organization and generate greater visibility among key audiences.  The cornerstone of the MRF’s public education campaign is media relations.  A news bureau was established with a dedicated staff member to proactively engage the media about melanoma and the importance of early diagnosis.
 
Through proactive efforts, JPA has been successful in securing top-tier media interviews with MRF spokespeople.  Reactively, the agency has placed multiple letters-to-the-editor, op-eds and official statements.  Recent coverage has included: Newsweek, U.S. News & World Report, Teen Vogue, Self, Shape, USA Today, The Washington Post, The New York Times, WallStreetJournal.com, CBSNews.com, WebMD.com and Oncology Times.

Challenge

  • Combat the tanning industry's campaign aiming to promote the “health” benefits of UV exposure and dispel its link to melanoma

Insight

  • Media actively seeking experts to explain the science, skeptical of tanning industry’s claims

Strategy

  • Use the MRF’s Scientific Advisory Committee to engage media (trade and consumer) with evidence-based data to the contrary
  • Implement a news bureau to proactively and reactively combat misinformation

Success

  • Secured nearly 500 signatures of the foremost experts on melanoma, announcing collective opposition to UV exposure via targeted media outreach to top-tier, oncology trades, and online outlets
  • Coverage has included placements in Newsweek, U.S. News & World Report, Teen Vogue, Self, Shape, USA Today, The Washington Post, The New York Times, WallStreetJournal.com, CBSNews.com, WebMD.com and Oncology Times

Testimonial

JPA has been the agency of record for the Melanoma Research Foundation for the past three years.  In that time, their earned media tactics have resulted in multiple letters-to-the editor, op-eds and interviews with top-tier media outlets, including Newsweek, U.S. News & World Report, The New York Times, Teen Vogue, Shape, Self and Oncology Times.  These placements have garnered critical exposure for MRF.  More significantly, they have saved thousands of lives by educating people about melanoma, the fastest growing cancer in the world.
—Tim Turnham, Executive Director, Melanoma Research Foundation