That's My Word^™

The Situation

Black communities in America are in the midst of an ongoing and systemic healthcare crisis. This is especially true for multiple myeloma, where Black people are 2-3x more likely to get it, and die from this rare blood cancer, despite the availability of effective treatment approaches.

The Challenge

We had to create a campaign that united patients, doctors and caregivers around a promise to create a better understanding of the disease, its human journey and toll, and the positive potential in working together going forward.

What We Did

The 𝙏𝙝𝙖𝙩'𝙨 𝙈𝙮 𝙒𝙤𝙧𝙙 ™ unbranded campaign is a movement, one that began with a powerfully simple act, a promise to learn more, get involved, and proactively seek care. It centered around a series of docu-spots featuring comedian D.L. Hughley, utilizing his talents as a renowned talk show host and interviewer, to bring to life the stories of those we have lost to multiple myeloma through their loved ones.