Hero Collective

words by

Scott Padden

March 01, 2024

reports

Hero Collective Health Takes Home Silver In The 2023 Healthcare Marketing Impact Awards

Hero Collective Health’s "That's My Word™" campaign won Silver in the Purpose-Led Campaign of the Year category, for Suppliers/Vendors/Pharmaceutical Companies, in the 2023 Healthcare Marketing Impact Awards. The campaign raised awareness about multiple myeloma, a rare blood cancer with a disproportionate impact on Black communities, and was heralded as a remarkable combination of purpose and action within the industry.

Actor and stand-up comedian D.L. Hughley was spokesman for the campaign, and his interviews intimately explored the profound impact of multiple myeloma on Black families through personal narratives and candid discussions. Participants included the surviving family members of Leonard "Hub" Hubbard, original bassist for the Roots, and Gang Starr’s Guru, and more.

Encompassing videos, paid and organic social media content, and strategic partnerships with trusted Black organizations and media outlets, "That's My Word™" made an indelible mark. In its initial months, the campaign generated an impressive 750 million media impressions, amplifying awareness and fostering crucial dialogue.

The campaign has even extended its reach beyond digital platforms, actively participating in community engagement events including health fairs, 5K races, football games, and conferences hosted by HBCUs. "That's My Word™" continues to drive meaningful change and solidarity in the fight against multiple myeloma.

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