Healthcare: Awareness Campaign Close-up - Lexington takes on blood cancer

Organisation: International Myeloma Foundation (UK)

Campaign: UK Myeloma Awareness Week

PR team: Lexington Communications

Budget: £10,000

Date: 21-28 June

The International Myeloma Foundation UK is aiming to tackle what it sees as 'remarkably low' awareness of myeloma - the second most common blood cancer - in its fifth UK awareness week. UK Myeloma Awareness Week will run from 21-28 June with PR work supported by London-based Lexington Communications targeting government, the medical community and the public.

IMF UK has organised two parliamentary receptions to launch its 'Bank on a Cure' project, to establish a comprehensive DNA bank for myeloma patients.

The events will be held on 22 June at the House of Commons and then at the Scotch Whisky Centre in Edinburgh the following day. MPs and MSPs with an interest in cancer, science and the elderly have been invited.

More generally, the week's activities also aim to boost awareness of the services that the IMF UK, which is based in Edinburgh, provides to patients, their families, carers and healthcare professionals.

On the media relations front, consumer titles, local press and radio will be targeted with patient interest stories and case studies as the IMF aims to reach 'mid-aged to elderly' people.

Bank on a Cure aims to collect patient information and DNA samples from 10,000 patients worldwide.

For details contact IMF UK executive director Eric Low on 0131 557 3332.

Awareness campaign data supplied to PRWeek by Foresight. Visit www.foresightonline.co.uk.

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