Zeno boosting awareness for AstraZeneca cancer effort

Zeno Group is leading PR efforts for My+Story, an online resource that emphasizes the needs of women living with metastatic breast cancer.

WILMINGTON, DE: Zeno Group is leading PR efforts for My+Story, an online resource that emphasizes the needs of women living with metastatic breast cancer.

The MedImmune Specialty Care Division of AstraZeneca created the initiative.

The site's interactive features allow visitors to share images and information with others via Facebook, Twitter, and Pinterest. It also provides users with information about the disease and treatment options, as well as ways of managing it on a day-to-day basis.

The MedImmune Specialty Care unit will make a contribution to two organizations, Living Beyond Breast Cancer and Metastatic Breast Cancer Network, each time a visitor shares content this month, up to $28,000.

The primary goal of the site is to offer women suffering from this type of cancer an opportunity to find a connection and enable them to tell their stories, according to Elizabeth Renz, director of brand communications at AstraZeneca.

In the US, about 159,000 women are living with the disease, and this number is projected to increase to approximately 164,000 by the year 2015, according to the pharmaceutical company.

Women with metastatic breast cancer have “treatment and support needs [that] are very different than those with early stage breast cancer,” Renz said. “Metastatic women are generally not cured of their disease, and even today, while progress has been made, few programs are devoted to their concerns.”

To promote the offering, Zeno is performing media outreach to both mainstream journalists and bloggers that focus on breast cancer. It has also arranged takeovers of Web sites like that of Philadelphia's CBS 3.  

Living Beyond Breast Cancer and the Metastatic Breast Cancer Network have also promoted the site through their social media channels and events, according to Marcie Kohenak ,VP of health at Zeno.

Publicis' Discovery USA, a science marketing and communications agency, and Digitas Health are also promoting My+Story, Kohenak said.

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