Campaign Update: Turn Up the Volume

In PRWeek's March 13, 2006, issue, Beth Herskovits wrote about "Turn Up the Volume," an effort by the Canada's National Ovarian Cancer Association (NOCA) and the US' Ovarian Cancer National Alliance, with the help of Female Engineered Marketing (FEM).

In PRWeek's March 13, 2006, issue, Beth Herskovits wrote about “Turn Up the Volume,” an effort by the Canada's National Ovarian Cancer Association (NOCA) and the US' Ovarian Cancer National Alliance, with the help of Female Engineered Marketing (FEM). The TV, radio, and print public awareness campaign – coupled with a series of public awareness polls – encouraged women not only to increase their awareness, but also to talk with their friends and family, doctors, and policymakers about the need for more ovarian cancer research.

NOCA and Canada's other national organization dedicated to overcoming ovarian cancer, Ovarian Cancer Canada, have since joined together under the Ovarian Cancer Canada (OCC) name.

“The campaign was the beginning of a series of exciting events for our organization,” notes Annie Atkinson, OCC communications consultant. National and regional media exposure from the campaign led to relationships with leading reporters and news organizations, prompting the organization to hire a director of communications to focus on media relations.

The group to date has helped raise more than $2.2 million in funding for Canadian researchers, Atkinson says. In the past year alone, there's been a more than 60% increase in third-party events choosing to donate their funds raised to ovarian cancer awareness, education, and research.

OCC welcomed Winners as national title sponsor of the Winners Walk of Hope, which broke the $1 million mark in 2006 and 2007, making it the largest one-day event in support of ovarian cancer awareness, education, and research in Canadian history, Atkinson reports.

In 2008, OCC will work with FEM to rebrand, update, and relaunch the “Turn Up the Volume” PSA campaign as part of its 10th anniversary celebrations leading up to Ovarian Cancer Awareness Month in September. Anniversary events next fall will also include an international forum in Montreal called “Voices of Hope: Turning Up the Volume on Ovarian Cancer.”

NOTE: original story was “Research gives effort volume,” Beth Herskovits - 13 Mar 2006

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