Unique innovation in
detecting Breast & Ovarian
Cancer
Breast and ovarian cancers, the most common cancers in women in India, are expected to rise in the next decade. According to recent reports, 50-60% of the patients in India diagnosed in any particular year die of breast cancer because of late diagnosis which is just double the cases in comparison to the west.
IIT Roorkee researchers introduced a new non-invasive method that helps in the early detection of cancer. Researchers lead a breakthrough in detecting these two fatal diseases in the early stage which is difficult to do through traditional methods.
Implemented in April 2019, the month-long public communication campaign aimed to create awareness about the breakthrough in medical research. category. We also had to position ULTRABOOST 21 at the forefront of performance running shoe.
Challenges
To create a buzz about the unique innovation of IIT Roorkee Researchers among the target community.
To create awareness about the breakthrough which can lower the number of deaths through both cancers through early detection.
To reach out to the right media for connecting with the right audience. And to weave positive and impactful stories around a brand involve in research and innovation in a crucial case
To highlight IIT Roorkee’s contribution to Research and Innovation.
To make the research of IIT Roorkee stand out from the clutter of researches in India.
Services rendered
We followed two ways to maximize the media outreach. Firstly, by sharing this exclusive news with one of the senior health journalists of The Hindu publication followed by Press Trust of India in a press release format.
Connected with key journalists across media
Approached both National and local media
Tapped both Health and Education media
Result
By the end of the campaign, Kaizzen garnered more than 90% coverage across media. It managed to get extensive outreach both in traditional and new age media. Got covered in every targeted domain and received a delightful response from the target community.
Moreover, the Researchers, doctors and professors associated with the research paper received multiple queries.
